About the role:

Zeltis works on communicating the Government of West Bengal’s schemes, initiatives, events and priority messages to the people of the State through simple, accessible video and graphic content.

We are looking for a Senior Copywriter who can anchor the written word in that process. The job is to take policy; often dense, technical and written for administrators and turn it into language that a farmer in Purulia, a student in Siliguri and a homemaker in Howrah can easily understand. This is not advertising for its own sake; it is public communication and it carries the weight and responsibility of the Government’s voice.

The role is suited to someone who reads and analyzes the news out of genuine interest, who can tell the difference between a claim and a fact and who can write a line that lands without ever overstating or understating what the Government has actually said.

At Zeltis, we are looking for someone who brings curiosity, clarity and editorial judgement to every piece of content they write.

Experience: 3 to 5 years minimum prior experience as a content writer in governance, political, journalistic, research-driven or critical/analytical environments. Candidates from newsrooms, policy institutions, think tanks, research organisations, editorial desks or long-form publications will be strongly preferred, as the role demands accuracy and depth alongside creative flair.

Key responsibilities:

- Translate scheme documents, policy notes, press releases and departmental briefs into clear, simple, people-facing copy in Bengali and English.
- Write scripts (explainers, reels, testimonials, event films), voice-over copy, graphic and creative copy, campaign taglines and punchlines.
- Produce copy that reads natively, with the idiom, rhythm and cultural texture appropriate to each, rather than a literal rendering of the other.
- Proactively ideate content and campaigns; identify communication opportunities before they are assigned and propose the narrative angle for them.
- Manage narrative consistently across campaigns and ensure the Government's initiatives are communicated positively, accurately and in a single coherent voice.
- Brief and work alongside the design, motion and video teams; ensure copy and visual treatment work together rather than in parallel.
- Deliver rapid-response copy during announcements,



events, launches and time-sensitive situations.
- Act as the final quality check on outgoing copy to ensure factual accuracy, official nomenclature, scheme names, figures, spellings, grammar and tone.
- Guide and review the work of junior copywriters and maintain the unit's style and terminology standards.
- Maintain strict confidentiality on all unreleased communication, data and internal material.

Essential skills and requirements:

- Genuine understanding and interest in governance and policy: Demonstrable understanding of, knowledge of, or serious interest in governance, public policy and welfare delivery. Follows news - State, local and National as a daily habit and can hold an informed conversation about the same.
- Understands the sensitivity of government communication: Understands that government communication is not just another brand of communication. Appreciates the protocols, the factual discipline, the political and administrative sensitivities involved and the lines that must not be crossed. Exercises judgement about what can be said, how and when.
- Simplification for the layman: Proven ability to convert technical, administrative and policy language into simple, everyday terms; copy that connects with a general audience across literacy levels, age groups and districts, without diluting or misrepresenting the facts.
- Language command: Fluency in Bengali and English, publication-standard writing, with the ability to write original copy. Hindi proficiency is optional but desirable.
- Keen eye for detail and error identification: Catches factual slips, wrong figures, wrong scheme names, grammatical and typographical errors and inconsistencies in tone before anything goes out. A single error in government communication carries a disproportionate cost.
- Creative writing and punchline ideation: Can produce memorable, sharp, quotable lines and headlines; slogans, hooks, taglines,



captions that travel well on social platforms.
- Proactive ideation and narrative management: Brings ideas to the table unprompted. Thinks in terms of campaigns and arcs, not one-off posts and can shape a sustained positive narrative around the Government's work.
- Availability and work commitment: Government work is unpredictable and often urgent. The role requires genuine willingness and enthusiasm to work beyond designated hours, including evenings, weekends and public holidays, when the situation demands.

Positive to have:

- Ad copywriting experience: Experience in writing campaign copy, print, OOH, digital and film.
- Agency experience: Familiarity with client servicing, brief-taking, deadline culture and working within a creative team.
- Creative writing credentials: Published work, long-form storytelling, literary or scripting background.
- Working knowledge of social media platform policies: Community guidelines, content restrictions and compliance requirements across Facebook, Instagram, X, YouTube and WhatsApp.
- Understanding of platform algorithms: What drives reach, retention and engagement and how copy choices affect distribution.

Remuneration: Industry standard, commensurate with experience, portfolio and interview performance

This is an on-site role and the candidate must travel to and work from the office

Applicants are requested to apply at [email protected] along with submission of any one assignments mentioned below (Pick any one):

1. There is a lot of negative publicity surrounding Annapurna Yojana owing to the delay in payments. Even though the reason is logical administratively speaking, common people do not understand that. Hence, your task is to prepare a one-minute content script for a video that will be published through Government or Department page; positively promoting the Annapurna Yojana which is not misleading [in Bengali]
2. Write a video script on PM Surya Ghar Yojana with the intention of urging people to apply for the scheme through listing out its benefits. Common people find it boring to look through the pages of scheme documents, guidelines and websites; hence write the script in a manner like it appeals to the layman with the lucrative side of the scheme; without any half information or misinformation [in Bengali]

📌 Senior Copywriter (Kolkata)
🏢 Zeltis Consulting
📍 Kolkata