1 Line JD - A social-first copywriter role for someone who thinks in scripts, not captions - turning human insight into scroll-stopping content for As-It-Is Nutrition. ?

Our Mission At As-It-Is Nutrition, we believe the best marketing doesn't feel like marketing - it feels like a real conversation. Our mission is to turn everyday human truths into content people stop scrolling for, relate to, and act on. This role exists to give that mission a voice: writing scripts so real that our audience sees themselves in them, feels understood, and chooses to become part of the As-It-Is story.

About The Org We are a digital-first business in the Sports Nutrition category, sitting at a scale of approximately 250 crores in revenue - making us the biggest brand in our category. The catch? We are still the best-kept secret in the industry - the biggest brand that not enough people have heard of yet.

Our current marketing squad is an agile, 4-member team which was heavily driven by our founders up until recently. We are in the middle of a massive transformation - setting up a structured marketing team to fuel our ambitious leap.

Historically, our core audience has been the dedicated "gym bros," but we are actively expanding our positioning to capture a much broader, mainstream audience.

If you want to be part of a hyper-growth story, and help transition a founder-led champion into a household corporate name, this is your sandbox.

The Role

We're looking for a social-first copywriter who thinks in scripts, not captions. Your job is simple: turn human insights into scroll-stopping scripts and content that people relate to, engage with, and share.

You'll Work Closely With

- Social Media Manager
- Videographer & Editors
- Growth Team




- Influencers / Creators
- Founders

What You'll Own (KRAs)
- Script Writing for Social (Core Ownership)

Write Reels, Shorts, UGC, and influencer scripts - focused on first 3-second hooks, natural flow, and real conversations. Output: 15–25 scripts/week

You own the question: "Does this script feel real and hold attention?"

- Hook & Content Ideation Engine

Generate 30–50 hooks/week across personas (male vs. female), pain points, and content formats. You own the question: "What makes people stop scrolling?"

- Platform-Native Content Writing

Write for Instagram (Reels + captions), YouTube Shorts, and other relevant platforms - adapting tone, language, and format to each. You own the question: "Does this feel native to the platform?"

- Persona-Led Storytelling

Translate female vs. male psychology and age-based life stages (35–60) into scripts, hooks, and content narratives. You own the question: "Does the audience feel seen?"

- Influencer & UGC Script Collaboration

Create creator briefs and script directions, ensuring content feels authentic - never ad-like.
- Content Performance Optimization

Analyze watch time, retention, and engagement. Identify what worked and what didn't, and turn those insights into better scripts. You own the question: "How does our content improve week-on-week?"

- Social & Growth Alignment





Work with the performance team to convert organic scripts into ads and align messaging across the funnel. KPIs - How You'll Be Measured
- Hook Retention (First 3 Seconds): % of viewers who continue watching
- Average Watch Time: Higher = stronger storytelling
- Engagement Rate: Likes, comments, shares - target 5-8%+ (platform dependent)
- Save & Share Ratio (Critical): Signals relatability and value
- Script Output Velocity: 15–25 scripts/week
- Winning Script Ratio: 20–30% of scripts performing above average
- Content-to-Ad Adaptability: % of scripts that can be repurposed into ads
- Iteration Speed: Under 5–7 days

What "Good" Looks Like
- Writes natural conversations, not "ad copy"
- Understands Indian household realities - emotional and practical triggers
- Thinks in hooks, scenes, and dialogue
- Can answer: "Why did this video work?"

What We Don't Want
- Caption writers who can't write scripts
- Overly polished, ad-style writing
- Generic, template-based content

Must-Have Skills
- Robust understanding of Instagram Reels and YouTube Shorts
- Experience with UGC scripting and influencer content

Bonus (Big Plus)
- Experience in the health / wellness category
- Understanding of consumer psychology
- Ability to work with performance data

Other details - Location: JP Nagar, Bangalore Experience: 2–4 Years (Ideally could look like - 1-2 years on the agency-side + 1-2 years on the brand-side) Work Timings: Monday to Saturday, 9:00 AM to 6:00 PM (Alternate Saturdays off)

✍️

If you’re excited about writing stories that people see themselves in - and act on - apply and we’ll see you on the other side!

📌 Social Media Copywriter | As-It-Is Nutrition (Bengaluru)
🏢 Tamatar Talent
📍 Bengaluru