Meet The Disruptors: Priya Chopra Of double shot and 1Milk2Sugars On The Five Things You Need To Shake Up Your Industry
An Interview With Fotis Georgiadis
On any given day, you’ll find me sweeping the office floor or packing boxes — basically just doing what needs getting done. Ego has no place in my agency; we’re all here to help one another and uplift the team. I can’t expect anyone else to take on the nitty gritty jobs if I’m not willing to roll up my sleeves and lead by example.
As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Priya Chopra.
Priya Chopra is the founder and CEO of double shot, Canada’s premier globally inclusive talent agency and the partner entity to her PR and marketing firm, 1Milk2Sugars. In launching double shot, Priya envisioned a talent management agency that amplified BIPOC, LGBTQ+ and underrepresented voices and gave them an equal chance to shine. Today, double shot is award-winning and credited as the first talent agency in Canada to make global inclusivity its raison d’etre.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
Though I spent the first chapter of my professional life working for high-profile companies, my ambition has always been to build something of my own that challenges convention and reflect my personal values. I’m a self-proclaimed “entrepreneur at heart” and always knew that one day I’d build my own team and be my own boss.
My goal in launching 1Milk2Sugars was to set a new benchmark for client service and creativity in the PR and marketing space. As we mark our 10-year anniversary, I’m incredibly proud of the success we’ve achieved on that front. Our unparalleled level of client care is frequently regarded as our biggest differentiator. It’s an accolade we wear with pride!
But carving out a reputation for exceptional service wasn’t my only objective in starting my own shop. I also set out to create an agency that set a tone of inclusivity and equality I felt was lacking in the industry. I can say with confidence that 1Milk2Sugars is now a market leader in that regard. To date, 42% of our staff identify as BIPOC — a benchmark we’re proud of but know holds space for improvement. Advancing diversity in the PR and digital space is one of our agency’s core values and remains a central focus of our recruitment policy.
That brings us to the present.
I knew there was a lot of insight I could share stemming from my experience developing 1Milk2Sugars and working with some of the world’s top brands and wanted to apply it in a way I knew would benefit underrepresented content creators.
That’s what led to the launch of my most purposeful initiative yet: a globally inclusive talent agency with a mission to uplift BIPOC and LGBTQ+ influencers and connect them with forward-looking brands.
It’s called double shot.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
As the name suggests, double shot is a much-needed jolt for the marketing world. Our agency is doing the important work of making diversity, equity and inclusion the rules of successful brand building rather than the exceptions. And changing an entrenched status quo starts by identifying the problem.
For too long, lifestyle marketing has lacked meaningful representation from BIPOC and LGBTQ+ communities which has contributed to a culture of tokenism and perfunctory symbolism across multiple platforms. Content creators of color have also identified massive pay disparities in the industry between BIPOC influencers and their white counterparts. To this end, a primary focus of double shot is closing this gap and championing influencers from underrepresented communities to help them secure meaningful and fair partnerships with forward-looking labels.
To date, we’ve assembled a thriving roster of 13 BIPOC and LGBTQ+ content creators representing a spectrum of ages, orientations and ethnicities. We’re proud to have teamed up with marquee brands across a range of key verticals, including fashion (Wonderbra, Old Navy, Retimans, Marshalls); food & beverage (Dempster, Stoli Vodka, The Chopped Leaf, M&M); skincare & beauty (Keys Soulcare, Benefit, Organika, CoverGirl, Lancome, CeraVe); tech & home appliances (Telus, Samsung, SharkNinja, Lowe’s) and department retail (The Bay, Walmart, Toys “R” Us). In each case, we’ve equipped our brands with out-of-the-box content creation aimed at diversifying and enriching their digital campaigns.
These examples, while only a snapshot, underscore the raison d’être behind double shot: to inject authentic meaning and value into digital lifestyle marketing while advancing the greater cause of equity, diversity and inclusion in our world.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
It’s not a funny story in the traditional sense, but I started my first business way too young which led to seven (long years) of ups, downs…and even more downs after that.
Like I said, not a funny ‘ha-ha’ story but definitely one I can reflect on with a sense of humor and a smile. Now that my current company is thriving, it’s easier to look back on those early days and wonder “what the heck was I thinking?” and actually laugh at myself a bit.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I didn’t have a mentor per se — at least not at the start of my entrepreneurial journey. I simply didn’t have access to the leaders or coaches who could provide the tools I needed to grow in my chosen career. My upward climb was a solo — and often lonely — journey, to be honest.
If anything, that experience of being largely on my own shaped the leader I am today because it gave me a firsthand look at the lack of access for BIPOC women in the areas of mentorship, career coaching and professional development. It’s a big part of the reason I’m so passionate about mentoring the next generation of young BIPOC female entrepreneurs; I was once in their shoes.
That said, I’m lucky that later in my career I was introduced to mentors and coaches who helped me get over specific hurdles, from operations to business development. I count on their guidance and expertise to this day.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
I think the term “disruptive” has been useful in our industry because abrupt change was needed to create a more authentic and inclusive digital environment. My goal, however, is for marketing to evolve beyond the need for disruption as it pertains to D, E & I.
It will be a major sign of progress for our industry when the act of being inclusive is no longer considered disruptive but is instead looked at as a fundamental pillar of successful brand building. That’s what we’re trying to achieve at double shot.
Can you share five of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
I’ve always been taught to never be too big for the small things. It’s a mantra I live by as an entrepreneur that keeps me grounded and humble as I forge ahead in business.
On any given day, you’ll find me sweeping the office floor or packing boxes — basically just doing what needs getting done. Ego has no place in my agency; we’re all here to help one another and uplift the team. I can’t expect anyone else to take on the nitty gritty jobs if I’m not willing to roll up my sleeves and lead by example.
We are sure you aren’t done. How are you going to shake things up next?
Our next focus at double shot will be to uplift emerging BIPOC influencers and connect them with opportunities they might not otherwise have access to at this early stage of their journey.
I know firsthand how challenging it can be to break into a career when you lack access to the resources, networks and capital to get started. In addition to our more established roster of talent, we want to support those creators who are just starting out by mentoring them and putting them in front of brands as marketing opportunities arise.
Growing representation in lifestyle marketing is at the heart of double shot’s mission and we want to dismantle as many barriers as possible for as many creators as possible towards making that happen.
Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?
I’m a devoted listener of Jay Shetty’s podcast, On Purpose. I love how he applies the wisdom he learned while living as a monk to the modern world. His perspectives on personal development and finding your life’s purpose resonate strongly with me.
I also listen to New York Times’ The Daily on a regular basis to stay current on what’s happening in the world. Even though current events can feel overwhelming and at many times distressing, I’m a big believer in the importance of staying informed.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Character is Destiny.” That was the quote in my high school yearbook and it’s as true today as it ever was.
The most impactful people in the world aren’t so because of their wealth, their privilege or their power. A person can have all the money on the planet but if their character doesn’t guide them to do something good with it, it won’t make a difference to anyone but them.
It’s not what you have but who you are that will decide the direction of your life.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I’m passionate about lifting up young girls to become the changemakers of tomorrow. Particularly in marginalized communities, young girls experience disproportionate obstacles to success. Being a mentor for them and helping build up their confidence as a BIPOC businesswoman myself is a big focus of mine and where I personally believe I can inspire the utmost good.
How can our readers follow you online?
Please follow @doubleshotagency and @1Milk2Sugars for all the latest buzz about our agencies!
This was very inspiring. Thank you so much for joining us!
Meet The Disruptors: Priya Chopra Of double shot and 1Milk2Sugars On The Five Things You Need To… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
