Agencies aren’t held together by moodboards or Monday meetings. They run on muscle memory, instincts sharpened by deadlines, conversations that happen after hours, and an unspoken understanding that creativity rarely clocks out on time. It’s messy, funny, exhausting, and deeply human, and somehow, that’s exactly what makes agency culture work.
That human undercurrent is what The Creative Cut, Marketing Mind’s newly launched short-form IP, has set out to capture. Built as a sharp 90-second interview series, the format skips the predictable and dives straight into the good stuff, the rituals, the chaos, the resets, and the beliefs that have shaped creative leaders and the agencies they’ve built. No long speeches, no safe answers, just honest moments, cut clean.
One such conversation has featured Jajabor Brand Consultancy, an agency that has quietly grown over the years without external funding, global affiliations or marketing noise, relying instead on storytelling and intent-led communication.
Founded and led by Upasna Dash, Founder & CEO, Jajabor Brand Consultancy, the firm has operated on a philosophy rooted in movement and imagination. The word Jajabor translates to “nomad”, a traveller whose mind wanders freely across ideas, cultures and stories, a meaning that has shaped the agency’s approach to brand-building from day one.
Watch the full episode here:
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During the interaction, Dash summed up her journey in a single word- resilience.
“This journey hasn’t been about achievements alone. It’s been about falling down repeatedly and choosing to get back up every time,” she shared.
When asked about how she resets during moments of exhaustion, Dash spoke about moving away from instant comforts to intentional pauses.
“Earlier, food used to be my go-to. Over time, I’ve learnt that stepping back, meditation and yoga help far more,” she said.
On caring for teams, Dash made it clear that leadership hasn’t been about isolated acts of empathy.
“It’s not one thing, it’s a system. You listen first, you learn, and only then do you lead,” she explained.
Reflecting on running a creative business, Dash shared that disorder hasn’t always been destructive.
“Creativity grows in chaos, as long as it’s structured,” she said, reframing what most agencies experience daily.
Having worked with both global corporations and early-stage startups, Dash noted that client expectations remain surprisingly consistent.
“Every client wants the best possible outcome for their brand. They want the moon and the stars, and they should,” she said.
Asked to describe her leadership energy, Dash didn’t overthink it.
“We’re always on fire. We call it hustle, not chaos,” she added.
Beyond that, Dash also reflected on how Jajabor has been built over the last nine years, entirely bootstrapped, without debt or investors, and with a team that doesn’t fit the typical marketing mould.
“We haven’t hired based on resumes. We’ve brought in people from law, academia, large corporations and startups. Extraordinary output needs extraordinary input,” she shared.
One of the most defining moments in her journey, Dash revealed, had nothing to do with clients or accolades. She recalled hiring a young woman from a small village who became the first person in her community to open a bank account after joining the agency.
“That moment reminded me that you don’t need to be a massive organisation to change lives. Giving someone a chance can create impact far beyond the workplace,” she said.
Addressing the challenges of entrepreneurship, Dash described it as a constant, all-consuming commitment.
“You don’t switch off. You’re an entrepreneur at two in the morning as much as you are during the day. You’re always expected to be the strongest person in the room,” she shared.
For those entering PR or considering starting their own ventures, Dash offered a clear reality check.
“Entrepreneurship is a lifestyle shift, not a job title. It’s like raising a child, demanding, emotional, and impossible to walk away from. But if you’re ready for it, it’s completely worth it,” she concluded.
Episode 3 of The Creative Cut has offered a sharp glimpse into what it takes to build a creative business from scratch, one rooted in resilience, empathy and stories that continue to travel far beyond office walls.
