Upasna Dash, CEO & Founder of Jajabor Brand Consultancy
- Started her career at 18 without formal PR training
- Inspired by her grandfather and the timeless power of storytelling
Podcast
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Overview
Welcome to this week’s blog summary of The Brand Called You, featuring Upasna Dash, the dynamic CEO and Founder of Jajabor Brand Consultancy, in conversation with Ashutosh Garg .This engaging episode explores storytelling, entrepreneurship, data-driven PR, and the power of empowering young talent. Here’s a structured recap with key insights:
00:00:40- How did her journey in PR begin?
- Started her career at 18 without formal PR training
- Inspired by her grandfather and the timeless power of storytelling
- Entered PR before it became mainstream in India
00:02:37- Was there a defining moment?
- A powerful story about onboarding a young woman from a remote community
- Enabling financial independence and empowerment
- Demonstrating how small opportunities can transform entire communities
00:04:03- What does “Jajabor” mean?
- Assamese for “nomad,” inspired by her grandfather’s favorite song
- Storytelling as a way to make minds travel
- The belief that everyone is a nomad journeying through life
00:04:52- What was broken in traditional PR?
- Overemphasis on vanity metrics
- Little connection to real business outcomes
- A lack of measurable business impact
00:06:29- What does “growth hacking” in PR mean?
- Aligning communication with funding, hiring, and market expansion
- Real-world examples: VC launches and Ayurveda brands
- Measuring business results alongside media outputs
00:09:45- How does communication drive growth?
- PR as an ROI-driven investment, not just a marketing expense
- Building trust and credibility in an AI-saturated world
- Strengthening internal communications among teams and stakeholders
00:11:13- Why build an industry-first qualitative dashboard?
- To measure PR through business outcomes, not just visibility
- To bring transparency and accountability
- To customize metrics across industries
00:12:26- Ensuring depth across 200+ brands
- Proprietary brand formula and metric frameworks
- Immersive stakeholder engagement
- Treating every client’s business as their own
RESOURCES:
Learn more about Upasna Dash: LinkedIn
Enjoyed this podcast?
Early on, she noticed PR was “broken”—too focused on vanity, rarely moving real business outcomes. So at Jajabor, she flipped the script: PR must drive actual business goals, like funding, hiring, and market entry. Share your thoughts in the comments and spread these insights with friends!
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Profile
- Started her career at 18 without formal PR training
- Inspired by her grandfather and the timeless power of storytelling
- Entered PR before it became mainstream in India
