Job Description

Location: Mumbai, India

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Work Mode: On-site

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Experience: 2.5- 4 years

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Role Summary

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We are looking for a Copywriter who thinks beyond just writing copy.

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This role is for someone who can bring together copy strategy, conceptual thinking, cultural understanding, and strong storytelling to create communication that feels relevant, distinctive, and true to the brand.

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You will work on large, consumer-facing brands, where understanding brand personality, audience behaviour, trends, and the nuances of communication is just as important as writing a great headline.

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From defining the thought behind a campaign to developing the narrative, tonality, content pillars, scripts, and platform-specific copy, you will play an active role in shaping how brands communicate and show up across digital platforms.

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You will collaborate closely with Art Directors, Designers, Strategists, and Client Servicing teams to turn insights into strong creative ideas and impactful communication.

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Key Responsibilities

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1. Copy Strategy & Brand Thinking

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- Understand client briefs, business objectives, target audiences, and communication challenges.
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- Develop copy and communication strategies aligned with the brand's positioning and personality.
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- Study the brand, category, competition, consumer behaviour, and cultural trends to identify relevant communication opportunities.
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- Define content territories, messaging approaches, tone of voice, and storytelling routes.
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- Think beyond individual posts and contribute to the larger narrative of the brand across platforms.
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- Understand what a brand should say, how it should say it, and why it will matter to its audience.
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2. Conceptual & Campaign Thinking

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- Develop creative concepts and communication ideas for:
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- Integrated and digital campaigns
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- Brand and product launches
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- Social media campaigns
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- Always-on content
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- Seasonal and topical communication
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- New-business pitches
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- Build strong campaign narratives, creative routes, hooks, and messaging frameworks.
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- Translate strategic insights into ideas that are culturally relevant, engaging, and platform-friendly.
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- Work closely with the Art and Design teams to ensure the visual and verbal idea comes together cohesively.
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3. Copywriting & Storytelling

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Create compelling copy across formats, including:

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- Social media content and campaigns
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- Campaign headlines and key messaging
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- Reels and video scripts
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- Digital and paid-media advertisements
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- Brand films and short-form storytelling
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- Emailers and digital communication
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- Website and landing-page copy
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- Banners and performance creatives
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- Pitch and campaign presentations
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Ensure every piece of communication maintains the right brand voice, tonality, emotion, and intent while balancing creativity with clarity.

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4. Social & Digital Platform Understanding

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- Understand how audiences consume content across different digital and social platforms.
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- Adapt ideas and writing styles based on platform, audience, format, and communication objective.
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- Stay updated on evolving social behaviours, content formats, internet culture, and consumer trends.
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- Identify opportunities for brands to participate in relevant conversations without compromising their identity.
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- Understand the difference between writing for brand building, engagement, storytelling, and performance-led communication.
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5. Collaboration & Creative Ownership

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- Partner closely with Art Directors and Designers to develop ideas from concept to execution.
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- Collaborate with Strategy and Client Servicing teams to ensure communication aligns with the larger business and brand objective.
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- Participate actively in brainstorms, creative reviews, campaign discussions, and current-business pitches.
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- Present and articulate creative ideas and the thinking behind them.
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- Take ownership of copy quality and consistency across projects.
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- Be receptive to feedback and confidently refine ideas without losing the core creative thought.
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What We're Looking For

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- 2.5 - 4 years of copywriting experience, preferably within a digital, creative, advertising, or integrated marketing agency.
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- A strong portfolio demonstrating both conceptual thinking and copywriting craft.
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- Experience working on consumer-facing brands with a strong understanding of brand tonality and visual culture.
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- Strong understanding of copy strategy, social media, digital campaigns, and storytelling.
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- Ability to move seamlessly between a sharp one-line copy and a larger campaign narrative.
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- Strong conceptualisation and ideation skills.
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- Ability to understand a brief, uncover the insight, and translate it into a compelling creative direction.
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- Experience writing scripts for reels, digital videos, or brand-led content.
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- Understanding of paid-media communication and performance-oriented copy is an advantage.
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- Strong presentation and articulation skills.
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You'll Fit Right In If You

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- Think about the idea before the line.
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- Are curious about brands, people, culture, trends, and what influences consumer behaviour.
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- Have a strong instinct for storytelling and brand tonality.
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- Can distinguish between content that simply fills a calendar and content that actually builds a brand.
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- Enjoy working closely with Art and Design to create communication where the visual and copy strengthen each other.
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- Can handle multiple brands, briefs, and deadlines without compromising quality.
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- Are proactive, collaborative, detail-oriented, and comfortable taking ownership.
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- Are adaptable, open to feedback, and thrive in a fast-paced agency environment.
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Think You Can Give Brands the Right Words?

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If you believe great copy starts with great thinking, we'd love to see what you've created.

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Share your resume along with your portfolio/work samples at [email protected].

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Show us the campaigns you've conceptualised, the stories you've shaped, the scripts you've written, and the lines you're proud of.

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We're interested not just in what you wrote, but how you thought about it.

📌 Copywriter (Mumbai)
🏢 Puretech Digital - A Genesis
📍 Mumbai