PR By Day, Plus Size Influencer By Night. Jyotsna Sunil

by Alexandra Mansilla

PR By Day, Plus Size Influencer By Night. Interview With Jyotsna Sunil

8 Aug 2024

A woman who celebrates the beauty of the female body in all its forms, she believes that plus-size clothing can be just as stylish. She is the founder of NOTANAGENCY that is a 360 marketing agency bringing freshness to the scene. She always strives for an A+ — but does she ever fail, and how does she deal with it? This is Jyotsna Sunil, and this is her story.

— Jo, you are from Abu Dhabi, and I know you have a tattoo dedicated to the city.

— I have got an “AUH” tattoo on my ankle because Abu Dhabi really feels like home to me. Growing up there, the smaller, more laid-back community was such a nice change of pace. My parents were always hosting friends from the Indian community, so there was always a warm, welcoming vibe at our place.

The friends I made in Abu Dhabi are the real deal. They care about me for who I am, not for my social media presence or connections. They celebrate my wins and genuinely know me, which feels very authentic. It is not that Dubai’s social scene isn’t great — it is just different. I have met some incredible lifelong friends here too.

As an extrovert, I really thrive on being around people, so returning to Abu Dhabi feels like coming home. It is packed with cherished family memories, especially from my childhood with my dad. Unlike the typical expectations for sons in Indian families, my dad was incredibly supportive of having daughters. He taught us to be independent and to strive for more. One of those conversations led me to get a horse tattoo. It is a tribute to his advice to “always have your blinkers on and stay focused and ambitious.” So for me, the tattoo is more than just a design; it is a reminder of my roots and what really matters.

Abu Dhabi is where I feel most at ease and connected. It is a refreshing change from Dubai’s fast pace. Simple things like catching up over coffee with friends keep me grounded and remind me of the tight-knit community and family values that are so important to me.

— So, as I see, you were surrounded by a lot of people.

— Oh yes, my parents were super social. They loved hosting gatherings and were deeply involved in the Indian community. As Sindhis, they enjoyed playing cards and visiting other families. Growing up in that lively atmosphere, I was always outgoing. My dad used to say, "Take her to the park, and she’ll come back with ten new friends." I had this knack for making friends easily, and I always felt a bit of a need to stand out.

I got a lot of attention because of my features, skin tone, and height—I was taller than most of my peers, especially after a growth spurt in sixth grade. I was also pretty confident and outspoken, which sometimes made me a bit of a handful for my parents.

Even though my dad was a huge influence on me, it was really my mom who shaped who I am. She was the steady one, teaching me important values like treating people well, knowing right from wrong, and showing respect to everyone. My dad was more of an idol to me; I admired and followed what he did. But it was really my mom who shaped me into the person I am now.

— Certainly. During our interview with Aaron, he mentioned that being from India often comes with the pressure to challenge stereotypes. I remember you nodding in agreement during that conversation. Your culture seems to be ingrained in your family life, so as a third-culture kid from India living in the UAE, did you face the need to address or challenge cultural stereotypes?

— Growing up in the UAE exposed me to many cultures, which often made me feel like I had to pick and choose what aspects of my own culture to embrace. I attended an Indian school and had many Indian friends, but I also had international friends from various communities. Sadly, when I was younger, I felt embarrassed by my accent, the jewelry we wore, and even our traditional Indian clothes. It is heartbreaking to think how negatively I viewed my own culture at such a young age.

Now, culture is celebrated, and my friends, like Shivani, play a significant role in this. They embrace and flaunt our heritage, which makes me feel like I missed out because I was too busy trying to change myself to fit in and was so influenced by those around me at the time.

Now, I am focusing on reclaiming and celebrating my Indian heritage, which can be challenging when you’ve spent your life trying to blend in with different cultures.

When I visit family in India, they jokingly call me an NRI (Non-Resident Indian) because I seem so different. I used to try to fit in with the "cool kids" back in the UAE, which often meant sidelining my cultural roots. For instance, at school, instead of wearing traditional clothes for cultural shows, I would suggest dancing to an Indian song in "cooler" outfits.

It took me a while to fully accept and take pride in my background, but I feel like I am finally there. I am proud now when people acknowledge my roots, and I embrace being from India. Growing up in such a diverse environment as the UAE, you inevitably pick up bits of every culture, but it is important to also hold onto your own.

— Now, the funny story about you. Lamya Roslin, your friend, told me that once while participating in debates in high school, you suddenly said the word s*** in the middle of your speech.

— I remember this incident at an Indian school assembly where I was mortified. I wished I could have evaporated into thin air at that moment — it was that embarrassing. Despite it all, I unbelievably secured second place. Growing up, being the first child, my parents enrolled me in every class imaginable: public speaking, ballet, Indian dance, guitar, drums, piano. However, only art and public speaking truly resonated with me. I pursued art in high school and found my real passion in public speaking, which led me to join the debate team.

I was always eager to be the first to speak, but one day, I made a significant mistake: I prepared a speech on the wrong topic. I realised this error only when I was in line, waiting to go on stage. Contemplating faking an illness to escape, I decided against it and chose to face the challenge head-on. On stage, I improvised wildly, pulling ideas out of nowhere. When my time was up, I accidentally cursed into the microphone, which echoed across the auditorium. My professor buzzed twice to signal my time was over, but I stubbornly finished my speech, thanked everyone, and walked off, my cheeks burning with embarrassment.

Back in class, I buried my face in my hands, mortified by what I had done. Yet, just twenty minutes later, the results were announced, and to my shock, I had come in second place. This unexpected success bolstered my confidence, and I went on to win several more public speaking competitions. That is the story of how I learned to embrace my nerves and turn them into a display of resilience in public speaking.

Interestingly, my anxiety often comes off as overconfidence now. When I am nervous, I appear extremely confident, which people interpret as assertiveness. In reality, I am just anxious. This trait has pushed me to challenge norms just for the sake of it, like questioning, "Who's going to stop me?"

My parents always told me I could do whatever I wanted to do as long as I was good to people. That was really the only rule. They empowered me to stand up for myself, to speak out, and to never shy away from opportunities. I am really grateful for that — it is a big part of why I am who I am today and why I feel so content.

— You mentioned being placed on extremely tough diets from a young age, which caused significant mental stress. I would really like to know more about that period in your life. Could you share about the time when you began to realise the importance of accepting yourself?

— I was always a bit bigger than most kids. I inherited my dad’s body type — taller and a bit chubbier. Looking back at old photos, I can't believe how I viewed myself; I thought I was the biggest person in the room, but now I consider that person very small. I’ve struggled with body dysmorphia for a long time, and it is something I still face. I just can’t seem to view myself how everyone else does, and maybe that is a good thing. It is confusing, haha, so I just stick to wearing whatever I feel like.

My parents, out of concern, took me to doctors, put me on fad diets, and I was even put on medication. I lost weight, which everyone talked about, but I always gained it back due to the unsustainable nature of those solutions. I didn’t really understand what I was going through back then, just followed what I was told.

Body positivity wasn't a thing when I was younger, I did not really understand how to manage the feelings I had and ended up picking on parts of myself that I love today! My friend Shukriya was one of the first people to encourage me modelling and I think that was the start to my self-love journey.

I do not think you can wake up one day and love yourself, but I think everyone can eventually get there over time. You can just start by prioritising yourself, whether it is friends, family or work. You choose YOU first always, understand how situations make you feel and why they make you feel that way. I would also recommend women to not take people’s comments too seriously, I understand this is easier said than done. The way I view it, there is always going to be a hater sitting on the other side of the world who doesn't know me but still chooses to comment and try to ruin my day. Will I let it ruin my day? Absolutely not, because I just don't take it seriously. What is most important is how I always see myself. People can only really bother you if you let them. Also, having friends that uplift you is always a plus and shoutout to my girls for this!

I believe the body positivity movement has been misconstrued as promoting unhealthiness, but to me, it is about continuously working on yourself regardless of how you look. I exercise four to five times a week, and while people celebrate this, I feel body positivity isn’t fully accepted yet. It became a trend, and people felt forced to accept it, not out of genuine understanding.

— Oh my God, it is so difficult to get rid of these thoughts about your body.

— I know it is really society's influence, and I don't blame anyone because that is what they were taught. But I appreciate that they are open to changing their opinions and open to discussing it. I remember posting a fashion video on TikTok a couple of years ago, filmed by my friend. I was so happy about it, but then people started stitching the video and body-shaming me to the point where I had to delete my account. My friend wouldn't even let me open TikTok because I was so tired of fighting back. I felt almost defeated; there was no winning. If this were to happen today, I would simply move along with my day because I am not bothered if someone feels negatively towards me. Do you get me?

Many women reach out, wanting to have conversations. Whenever someone asks me how I stay confident, I want to tell them it is never a straight line. Confidence fluctuates — it goes up and down. You can't be confident all the time because you are constantly learning more about yourself, discovering how to dress for your body type, and learning how to present yourself. Society views you differently, and you have to navigate those perceptions, and I am an example of how it can happen with a smile.

— It is good that brands are talking about body positivity and featuring plus-size models. But we still predominantly see skinny models on the runways and in ads. Skinny figures have been celebrated for ages, and it seems we might be dealing with that standard for a while as we try to shift perceptions. And it is still pretty hard for plus-size people to buy cool clothes, isn’t it?

— Yeah, and honestly, I primarily shop online. Even at Dubai Mall, the largest mall in the world, I am lucky if I come out with two pieces of clothing. Stylists struggle to dress me because they can't find my size anywhere. I often end up with the most unflattering outfits, or they ask me to bring my own clothes because they simply can't find anything in my size. It is heartbreaking and not the best experience. It has changed now, but we are still not at the finish line.

Body positivity became mainstream when Ashley Graham graced the cover of Sports Illustrated. That moment marked a shift, and meeting her the following year, I found her incredibly inspiring. Since then, the visibility of plus-size individuals has increased, giving us a voice we didn't have before, but the journey towards real change is still far from where it needs to be.

As someone in marketing, I observe that brands are very trend-focused and are missing out on a huge demographic. No matter where the world heads, there will always be people of all sizes. The fluctuation in the visibility and celebration of plus-size models, some of whom have lost weight, sends mixed messages. Are they losing weight to fit in? Then, as mid-sized models began trending, it sparked a new conversation about body norms.

Brands can be called out now more than ever, thanks to the internet, which has been instrumental in pushing for inclusivity as a key performance indicator not just for businesses but in all aspects of life. However, the potential impact of these movements is still not being fully realised.

Even brands that offer plus-size clothing often provide unappealing options. It feels like they expect us to be happy with clothes that look like tablecloths. I love showing my skin and wearing stylish outfits, and I often have to buy the largest size in regular sections just to get something that fits. Fast fashion brands, which are more likely to cater to my size, often force us to choose between style and fit, which isn't ideal.

What we really want is not more creativity but the same styles available in smaller sizes, just made larger. That is all. We are looking for inclusion in fashion, which means providing stylish options for everyone, regardless of size.

— That is a fascinating point, considering you now work with talents in the creative industry. While the field is exciting and intriguing, it can also be quite challenging. You interact with media outlets where it is important to maintain friendly relations and good communication. However, there is a balance to strike. Could you discuss how you manage to keep that balance between being personable and assertive, especially when you need to stand firm on your own views or decisions in professional settings?

— I agree, I am very opinionated, but I always make sure the person I am speaking with has space to share their views too. It is important to me to have discussions without imposing my opinions. Friends often tell me they admire how I can attend networking events alone and easily make connections. They've said they really look up to me for that. I feel there is always room for improvement, but pushing yourself is crucial, and being kind is one of my main priorities. I always want to be known as someone who leaves a positive impression with even smaller interactions.

Growing up, especially if you are born and raised in one place, you tend to stick to childhood friends. However, I believe you are just one conversation away from learning something new, finding an opportunity, or meeting a really cool person. I strive to keep those conversations going. In PR, where I've turned my sociability into a career, my approach is different; while it is great to meet people for work opportunities, it is also important to meet people just for the sake of meeting them and seeing what develops.

This approach has proven valuable, and others have noticed it is worth too. I've maintained great relationships with all my former employers and left each job on good terms. My first real boss at Jimmy Choo was one of the most incredible people I've met. Her name is Laila, and she taught me so much about PR — from messaging influencers to handling media interactions and just day-to-day tasks! I cried on my last day because I was sad to stop working with her, but even six years later, we still talk every few months. I have told her she is my mentor, whether she likes it or not, and I keep her updated on every significant change in my life. I owe her a lot, and she continues to be an incredible role model.

— How would you describe the PR scene in Dubai?

— I would describe it as ever-growing and a bit crazy. The UAE is expanding at an exponentially fast rate, and marketing has become crucial for many brands. PR falls under the huge umbrella of marketing, and it is a major strategy every brand leverages to communicate with the media and influencers. It is not the only way, but it is one of the strongest ways to convey your brand's message to your audience.

Because the field is ever-growing, it has also become very competitive. To truly stand out in PR, you need to be very assertive and almost in people's faces. If it means working all day and attending city events after work, I’ll do it because you need to remind people that you exist — that is how you make your presence known. Posting online also plays a big part.

Being a midsize influencer has significantly benefited my career in PR. It has broadened my perspective, made connecting with other influencers easier, and given me firsthand experience in photo shoots and being a talent myself. I understand the processes from both sides. So, I often say it is PR by day and influencer by night.

— So, now about NOTANAGENCY. How did it happen? And why this name?

— Honestly, the name of our agency came to me in a coffee shop. I've always worked on the client side in PR, and this experience allowed me to see the gaps in what communication agencies were offering. I constantly noticed what was lacking in the industry and thought about how I could improve upon it in this competitive market. I kept telling myself, "It's not a typical agency." Then it hit me: "It's Not An Agency." That moment felt like a revelation, and I knew instantly that it would be our name. It perfectly captured our ethos, which is why our logo is simply 'better' — because we strive to offer the level of client service that many agencies fail to provide.

Aiyana and I developed the concept together. We were initially just acquaintances who met rather serendipitously, hit it off immediately, and decided to go into business together a few months later. It has been a dream to work together; we understood each other’s strengths very quickly. Anyone around us can see the passion we both bring, whether it is about the comprehensive marketing strategies we create, our focus on social media and influencer marketing, or the talent we manage.

Maintaining my reputation is crucial to me, and I am constantly looking at how we can do things differently and inject more creativity into our work. "It's NOTANAGENCY" is about standing out and not being just another typical agency. Our content reflects this too — it is fun and quirky, and that is how we like it.

— Who was the first talent in NOTANAGENCY?

— Aaron! I saw great potential in him, as I do with all our talents. Our main goal is to help them enhance their communication skills. I made a conscious decision not to sign very big influencers because managing them often just means handling their emails. Instead, I wanted to build up people with potential — those who aren't necessarily content creators but have amazing talent.

With that being said, talent management is a small part of the agency, our main focus is social media and influencer marketing as well as production. I think Aiyana and I bring in a sort of “freshness” to the marketing scene in Dubai. It helps that we are young and have experience working with some of the biggest international brands.

— The caption in your Instagram is “A+ in everything I do”. How do you deal with failures?

— To be completely honest, I came up with the bio in the shower one day! Haha I just wanted to advocate for plus size beauty and a bit of me. It is a double entendre for anyone who doesn’t get it, showing I am a plus size girl and I give a 100% to everything I take on.

Going back to the question, everyone fails and everyone struggles but not to sound too sappy, my strength to deal with situations like that comes from my mom. She is the type to not lecture but if there is an issue, she’ll go “Okay, so what? You can fix it, I trust you” and it is sometimes all you need to get back up. If I complain to her about even boy problems she’ll know how to navigate and not let me sulk, I don't know how she does it. I can go to her with anything and everything, we have a friendship now and I am thankful for this.

To sum up, I don't think failure is necessarily a step backwards, I just think it is a little shake but you are still on the right track so keep moving forward.

Maturing has made me realise not everything goes as planned, to make sure you get back up and that mom’s are always right (I don't know how they do it).

by Alexandra Mansilla

PR By Day, Plus Size Influencer By Night. Interview With Jyotsna Sunil

8 Aug 2024

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