MSI advertised shortcut not appearing in start menu

new here, not new to packaging but got a strange one:

Vendor MSI has an exe in a component and the shortcut pointing to the exe in another component, I need the shortcut to be an advertised shortcut. 
so I create a new one that points to the exe, it doesn't appear on my start menu but is located in "C:\ProgramData\Microsoft\Windows\Start Menu\Programs\newshortcut"
for troubleshooting I created another shortcut in the same exe component, then another in the shortcut component, made my own component still nothing.

any help would be amazing

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