The 100 NRIs – 2026: Shoba Menon, Group CEO and Founding Partner, Equity Group of Companies
This article forms part of The 100 NRIs, a special edition by Entrepreneur Middle East spotlighting the most influential non-resident Indians shaping business, innovation, and investment across the region.
Shoba Menon is the Founding Partner and Group CEO of Equity Group of Companies, an independent advertising agency established in Dubai in 1998. Over her career spanning more than two decades, she has grown the agency from a small start-up with only two clients into a prominent regional firm serving the wider MENA market, including Saudi Arabia and Egypt.
The group operates through four main divisions: Equity Advertising, The Cheek (digital division), The Cheek Active, and M3 Productions. This diversified structure enables the company to provide comprehensive services including branding, strategic planning, integrated advertising campaigns, digital marketing, event management, media planning, and print publishing. Under Menon’s leadership, the agency has earned a reputation for creative and customised solutions, working with high-profile clients such as Citibank, L’Oréal Paris, Dettol, and Samsung.
Prior to founding Equity, Menon gained experience at Fortune PromoSeven and served as Managing Director of Wunderman MENA, a leading digital marketing organisation. She holds a master’s degree in Industrial Psychology from University of Mysore, which provides deep insights into consumer behaviour and organisational dynamics, enhancing her strategic decision-making.
Menon’s strategic vision, dedication to innovation, and commitment to excellence have established her as a leading figure in Middle Eastern advertising. She continues to foster growth and creativity, shaping the future of the industry through her dynamic leadership.
This article forms part of The 100 NRIs, a special edition by Entrepreneur Middle East spotlighting the most influential non-resident Indians shaping business, innovation, and investment across the region.
Shoba Menon is the Founding Partner and Group CEO of Equity Group of Companies, an independent advertising agency established in Dubai in 1998. Over her career spanning more than two decades, she has grown the agency from a small start-up with only two clients into a prominent regional firm serving the wider MENA market, including Saudi Arabia and Egypt.
The group operates through four main divisions: Equity Advertising, The Cheek (digital division), The Cheek Active, and M3 Productions. This diversified structure enables the company to provide comprehensive services including branding, strategic planning, integrated advertising campaigns, digital marketing, event management, media planning, and print publishing. Under Menon’s leadership, the agency has earned a reputation for creative and customised solutions, working with high-profile clients such as Citibank, L’Oréal Paris, Dettol, and Samsung.
