They double as models, photographers, copywriters and insight miners. Meet early-stage startup founders who are weaving their brands' stories
Former HUL marketing executive Shashank Mehta founded The Whole Truth in 2019 to offer healthier alternatives in packaged foods. As a consumer, Mehta, who has been through multiple weight-loss cycles, realised that big food brands often tell “convenient half-truths”. To solve that problem, he not only launched a company that could fill that need gap but also decided to feature in the brand’s advertising.