Key Responsibilities

- Creative Direction

Develop campaign ideas for Aqua Excel across social media, influence marketing, plumber communication and advertising.

Convert marketing objectives into creative concepts, hooks, stories, scripts and visual directions.

Continuously generate new content and campaign ideas rather than waiting for briefs.

Understand Tamil Nadu audiences, culture, humour, trends and regional communication styles.

Maintain a strong and recognisable Aqua Excel brand identity.

- Campaign Development

Work closely with the founder to develop campaigns such as:

Product-led campaigns

Aqua Excel Brass Thread campaign

Plumber stories and testimonials

Trending and culturally relevant content

Influencer campaigns

Family/homeowner-oriented campaigns

Dealer and plumber communication campaigns

Paid advertising creatives The Creative Director should also identify opportunities where different parts of the marketing system can work together.

For example

Influencer video → Aqua Excel social content → paid ad → plumber/consumer response → testimonial → WhatsApp communication → follow-up content

Rather than treating every marketing activity independently, the Creative Director should help build interconnected campaigns.

- Shoot Direction The Creative Director must be comfortable being physically present during important shoots.

Responsibilities include

Planning the creative approach before shoots

Helping decide locations, people, framing and storytelling

Directing creators/talent during shoots

Ensuring enough usable footage is captured

Identifying problems immediately rather than discovering them during editing

Getting additional shots when necessary

Protecting the overall quality of production

- Content Quality Control

Nothing important should go live simply because it has been completed.

The Creative Director will review:

Scripts

Hooks

Video edits

Thumbnails

Posters

Influencer content

Ads

Campaign messaging





Brand communication The responsibility is not just to identify mistakes.

The Creative Director should ask:

“Is this actually good enough for Aqua Excel?”

Content should be rejected or improved when the creative quality is below the expected standard.

- Work With Editors & Creative Team

Brief editors clearly on the intended outcome of every important video.

Give specific feedback on pacing, storytelling, music, typography, visuals and structure.

Help editors understand why changes are required.

Build references and examples before major campaigns.

Gradually create repeatable Aqua Excel creative standards.

The objective is to raise the quality of the entire team rather than personally fixing everything forever.

Both roles are expected to work closely together.

- Trend & Idea Research The Creative Director should continuously track:

Instagram and YouTube trends

Tamil content trends

Advertising campaigns

Competitor marketing

Home/interior brands

Plumbing and construction content

Regional creators

Meme/cultural opportunities

Current creative formats

However, Aqua Excel should not blindly copy trends.

The Creative Director must understand which trends can be adapted to the brand and which should be ignored.

- Influencer Creative Direction

Work with influencers and creators on:

Concepts

Briefs

Hooks

Product integration

Storytelling

Brand messaging

Reviewing drafts before publication

Influencer content should feel native to the creator while still achieving the campaign objective.

- Advertising Creative





Work with the ad team/agency to continuously create and improve advertising creatives.

The Creative Director should help develop multiple:

Hooks

Formats

Scripts

Visual approaches

CTAs

Consumer angles

Performance data from advertisements should then influence future creative decisions.

What We Expect From the Person

We are looking for somebody who:

Has extremely solid creative instincts.

Understands social-first content.

Can identify within seconds when a video feels boring or weak.

Understands storytelling and hooks.

Is comfortable giving direct creative feedback.

Can work closely with editors, creators and production teams.

Can communicate ideas clearly.

Is comfortable being on shoots.

Takes ownership instead of waiting for instructions.

Understands Tamil Nadu audiences.

Can think both creatively and commercially.

Cares deeply about execution quality.

The person does not need to personally edit every video or design every poster.

However, they must understand creative production well enough to direct the people who do.

Ideal Background

Potential candidates may come from:

Advertising agencies

Creative agencies

Social media agencies

Production houses

Strong consumer brands

Content studios

Creator/influencer teams

Approximately 3–7 years of relevant experience would be ideal, although portfolio and creative ability matter more than years of experience.

Success in This Role

Success is not measured simply by the number of posts published.

We will evaluate the Creative Director based on:

Quality of ideas generated

Quality of final content

Consistency of brand communication

Improvement in Aqua Excel’s content standard

Ability to create repeatable campaigns

Ability to connect campaigns across channels

Performance of major creative campaigns

Ability to improve other creative team members

Ability to execute quickly without compromising quality

📌 Creative Director (Coimbatore)
🏢 AQUA EXCEL
📍 Coimbatore