“When you are at your lowest point, that is precisely when you should take the leap of faith and pursue something you’ve always desired. When you are comfortable and at a high point in your career, you might be less inclined to disrupt that comfort zone.”
In a freewheeling chat with Entrepreneurs Today, Shalini Sen, a 35 Under 35 recipient, provides a glimpse of her journey as the Founder and CEO of CoCreate Network.
Before venturing into entrepreneurship, Shalini began her career with long-format content production at Mukta Arts Ltd. and later decided to move into the world of advertising. While in Mumbai, she was part of agencies like Circus Elephants and Digital Refresh Networks, where she got the opportunity to step into the role of Branch Head after relocating to Kolkata during the pandemic. The new role as Branch Head at Digital Refresh Networks meant pouring every ounce of energy into the job, including the weekends, holidays, and countless late nights.
Within a year of working at the agency, Shalini took a leap of faith and decided to start her own agency. Like every entrepreneur who dares to dream, so did Shalini. She shares,
“I decided to leave my job and pursue my long-held dream of starting my own agency. Looking back, I can proudly say it was the best decision I’ve ever made. Opinionated, straightforward, and a dreamer at heart, I now spend my days strategising for brands, brainstorming with my team, planning and executing brand video commercials, dreaming about my next vacation, and, of course, drinking gallons of coffee.”
The Initial Inspiration
The initial spark or idea to build her own agency came with the epiphany that despite the hours and passion she put into her work, she remained a salaried employee with limited yearly increments and little internal recognition. Shalini reveals,
“It dawned on me, and I wondered what if I applied the same level of dedication and passion to build something of my own? While there would undoubtedly be initial uncertainties regarding a consistent monthly salary, whatever I earned would be a direct reward of my hard work, and I could truly call it my own.”
During the same time, Shalini found herself at a crossroads when she was offered a role as Chief Creative Officer in a startup. Within seven days of joining, she figured out that she’d been hired for her client contacts, not her creativity. Due to the toxicity she encountered in the startup, Shalini decided to leave the role within a month of joining without any take-home salary. Looking back at the difficult time, she highlights,
“This period marked the lowest phase of my career and life, but it unexpectedly served as a blessing in disguise. That very day, I finally decided to embark on my entrepreneurial journey and start my own venture.”
Today, CoCreate Network is well-renowned as an integrated content marketing agency specialising in content strategy, brand storytelling, conceptualisation, influencer marketing, video production, and website design and development. The vision is to partner with brands to solve business challenges through creative, results‑driven solutions.
A Competitive Edge
Shalini is pretty candid in admitting that her agency is not unique, and in fact that no business really is. However, what sets them apart from the other competitors is their approach.
The true defining factor is that Shalini stays deeply involved in every project, whether she’s overseeing a high‑budget video commercial or fine‑tuning a social media post. She joins crucial meetings with a brand’s CMO as readily as she leads feedback sessions, ensuring that no detail slips through the cracks. Shalini’s hands‑on approach keeps quality and client satisfaction consistently high. Moreover, as she notes,
“Unlike many agencies that adopt a “one plan fits all” approach with pre-structured plans and fixed pricing for all brands, we prioritise understanding each client’s specific requirements. We then craft a tailored plan and pricing model that truly addresses their unique needs and objectives.”
Rocky Road
The biggest challenge for Shalini was to prove herself as a one‑woman operation. With no external funding and a single team member by her side, she found herself pitching to clients accustomed to larger agencies. They respected her work but hesitated to trust a solo entrepreneur with sizeable campaigns.
That doubt, however, didn’t stay for long. The moment she landed the right project, Shalini let her results do the talking. By delivering exceptional work on time and under budget, she quickly restored clients’ confidence and showed that lean teams can still achieve big‑league success.
Celebrating Feats
One of the most recent accomplishments for Shalini has been winning the pitch for Reliance Smart Bazaar’s Durga Pujo campaign in 2024. In 2025, the same campaign won Gold in the Retail Excellence Category at the Adgully MAA awards. She adds,
“This was particularly meaningful because, for that initial pitch meeting, I had waited for over three hours, hoping against hope that I would be judged solely on my merit and capabilities, rather than on the size of my team.”
Another major milestone so far has been opening her own physical office and studio space in April 2025. Until then, she and her sole teammate had been working remotely and meeting clients in cafés. Securing a dedicated workspace marked a major step forward in fulfilling her dreams.
A New Dawn
Shalini’s plan for now is to make CoCreate Studios a popular and thriving hub. She intends it to be a safe, hassle‑free environment where creators, models, and photographers can capture high‑quality reels and videos under her creative supervision. By offering both the space and hands‑on guidance, she aims to raise the bar for content production across brands and individual creators alike.
Apart from the studio, Shalini has set her sights on Mumbai, the city where her career first took shape. She plans to open a second CoCreate Network office there, bringing her bespoke approach and personalised service to a broader range of national brands
Owing to the fulfilling journey she had had till now, Shalini has learned that there is nothing more crucial than believing in yourself, even if no one does. She further says,
“If you are genuinely convinced about your own abilities, you will undoubtedly be able to convince others of your skills and potential. Keep chasing your dreams, even if the results aren’t immediate. Consistency is paramount. One day, the cumulative outcome of your consistency, hard work, and dedication will undeniably manifest before you.”
As Shalini signs off, she reminds the budding entrepreneurs to
“Never forget your initial days, even if you achieve significant growth. Remembering where you started will keep you grounded and continually remind you why you embarked on this journey in the first place and what your original dreams were.”
