From College Volunteer to Voice for the Voiceless
Back in university, Nayab Ashraf volunteered for a mental health organization, listening to stories that were real, raw, and deeply personal. That eye‑opening experience revealed a powerful truth: sharing your voice matters. It was the spark that set her on a path to become a storyteller—someone who brings hidden voices to life through media, brands, and film.
Turning Passion into Purpose
“I’ve always had this creative itch—a love for words, visuals, and stories that move people,” she explains. Media and communication offered the perfect space to turn that passion into something tangible. For Nayab, it’s not just work—it’s personal. She cares about shaping narratives that matter and crafting messages that connect with people on a human level.
Triumphs in South Asian Television
One of her proudest achievements? Producing hit TV shows like Tere Bin and Khaie, which became some of the most-watched programs across South Asia. “It felt surreal to see our work resonate so deeply with audiences,” Nayab recalls. These shows weren’t just commercial triumphs—they were emotional milestones that confirmed the power of storytelling.
Making Waves in the UAE
After relocating to the UAE, Nayab continued raising the bar. She led high-profile events like the Mansory Coin Launch and the Teen Art Awards—projects that successfully brought communities together and generated significant buzz. For her, success isn’t just about numbers—it’s about pouring her heart into projects that inspire people.
Breaking into Pakistan’s Media Industry
Starting her career in Pakistan’s media world was far from easy. With zero industry connections—and a field where “who you know” often outweighs “what you know”—she began as a trainee, learning everything from the ground up. Today, she leads major teams and productions. “It was tough, but that journey shaped me.”
Present-Day Mission: Regional Filmmaker & Communicator
Nayab today works as a communications specialist and filmmaker, managing campaigns and telling stories for clients across the region. But she has bigger dreams: “I want to build my own consultancy and production house,” she says. Her goal? Create bold, meaningful content that connects with youth, shapes culture, and tells stories that last.
Why Emotional Connection Trumps Strategy
One key insight has guided her entire career: “Stories live longer than we do.” For Nayab, campaigns aren’t remembered for their strategy—they’re remembered for how they made people feel. That’s why she leads every project with heart, not just tactics.
What She Wants to Be Remembered For
At the end of the day, she wants to be known for the stories she told: films, brand campaigns, or small moments that resonated emotionally. She strives to build real, human connections and leave the world “a little more thoughtful and creative than I found it.”
Words of Wisdom to Her Younger Self
If she could talk to her younger self, Nayab would say: “Trust your gut. You don’t need to have it all figured out—take risks. Listen to others, but honor your own voice. Be bold, be kind, and build real relationships—not just strategic ones. You’ll get where you’re meant to be.
Final Note
Nayab Ashraf’s journey—from a volunteer listening to mental health stories, to a media professional shaping narratives across borders—is as inspiring as it is instructive. Her path reminds us that true impact comes from heart-driven storytelling and bold creative choices. Do connect on Linkedin.
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