Soni Idrees is not your average twenty-something. Born and raised in Dubai with Indian roots, Soni has always known one thing — she was not made to follow the crowd. “From a young age, I knew I did not just want to follow a path. I wanted to carve one,” she says. That determination is exactly what set her apart. Today, she is not just a digital content creator or a social media manager — she is a visionary reshaping the UAE’s digital landscape.
Early Hustle and Bold Dreams
Soni describes herself as someone who naturally thinks outside the box. That mindset pushed her to explore every skill early on—from marketing and content creation to leadership. “I have always been a forward thinker,” she says, and that shines through in every step she’s taken.
Before joining Gulf News, Soni had already worked with global brands like Adidas, Apple, and Marks & Spencer. She didn’t just follow trends — she created them. Whether launching creative campaigns or building online communities, Soni’s work always stood out for its originality and impact.
Landing Leadership at 23
At age 23, Soni landed a leadership role at Wing Go, taking charge of a team while most people her age were just starting internships or learning the ropes. Now at 26, she continues leading that team with vision and growth in mind.
At the same age, she also stepped into a key role at Gulf News as their Social Media Manager — a position she earned through her bold approach and proven skills. This dual accomplishment marked her as a digital visionary truly reshaping the UAE’s media landscape.
Storytelling with Celebrity Impact
Soni’s early hustle also opened doors to work with major celebrities like Deepika Padukone, Ranveer Singh, Mahira Khan, Jackie Shroff, and Sushmita Sen — a testament to her talent for merging storytelling with star power. “Bollywood has always inspired me,” she says. “Being recognized by people I looked up to is a dream come true.”
Redefining Social Media at Gulf News
At Gulf News, Soni is on a mission to change how audiences view traditional media. “I do not just want it to be a news channel. I want people to connect with it,” she explains. Her goal is to make Gulf News’ social presence more real and relatable — something that resonates with everyday people.
She isn’t afraid to try new formats, from authentic videos to human-centered storytelling. “I thrive on innovation and challenging the usual way things are done,” she says, and her bold strategies are engaging new generations of readers and followers.
Building a Personal Brand Alongside a Career
Alongside her professional roles, Soni has built a powerful personal brand on Instagram and TikTok (@soniidrees), where she shares lifestyle content, motivational insights, and behind-the-scenes glimpses of her career. Her authenticity and energy have gained attention from major names in Indian entertainment — a validation of her growing influence.
Lessons, Growth, and Unstoppable Energy
Soni’s journey hasn’t been without challenges. Being young and ambitious meant constantly proving herself. Instead of letting that hold her back, she turned it into a strength. “I learned to focus on what I do best and give it my all,” she says.
Despite her impressive achievements, Soni admits she is never fully satisfied. “I am a perfectionist,” she laughs. “Even when others think my work is perfect, I always see ways to improve.” That drive continues to fuel her creativity and impact.
Her advice is simple but powerful: believe in your vision, trust your passion, and enjoy the ride. Reflecting on her journey she shares, “If I could tell my younger self anything, it would be relax, be present, and know you are going to make it.”
What’s Next for Soni Idrees
Soni is just getting started. She’s currently transforming Gulf News’ social media presence into a space for real, human stories and impactful conversations. Her goal isn’t just engagement — it’s connection and change.
Beyond that, she hopes to build a lasting legacy — one that’s known for evolving an industry through empathy and innovation. “I want people to say I helped evolve the industry,” she affirms. “Not just with strategies, but by making storytelling more human again.”
Why Soni Idrees’ Story Inspires
Her story proves that passion paired with purpose can truly reshape industries. Being young isn’t a limitation — it’s an advantage. For those who feel they’re too early or too different, Soni’s path shows those traits are exactly what the world needs. She’s not waiting for change. She is creating it.
Do follow her on Instagram
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