Role Objective

We are building a dedicated Men’s Wellness content ecosystem across Instagram and other digital platforms.

We need a strong content writer who can develop high-volume, engaging and credible content around men's health, Ayurveda, wellness, lifestyle and nutrition, while understanding the nuances of social media and D2C brands.

This is not a traditional blog-writing role.

The person will be responsible for creating content that can be converted into Reels, carousels, static posts, stories, videos, scripts and performance creatives.

Key Responsibilities

1. Social Media Content

- - Develop daily/weekly content ideas for the Men's Wellness handle.
- Write Instagram Reels scripts, carousels, static posts, captions and stories.
- Create educational, informative, relatable and entertaining content around men's wellness.
- Develop content pillars and recurring content series.
- Identify trending topics and formats relevant to the target audience.

2. Ayurveda & Wellness Content

- - Develop content around Ayurvedic principles, herbs, ingredients, nutrition and lifestyle.
- Translate complex Ayurvedic/wellness concepts into simple, easy-to-understand language.
- Research ingredients and traditional Ayurvedic practices and convert them into engaging consumer content.
- Create content around men's vitality, energy, fitness, nutrition, stress, sleep, ageing and overall wellness.
- Ensure content remains responsible and does not make inappropriate medical or exaggerated claims.

3. Video & Reel Scripts

- - Write short-form scripts for Reels and AI/UGC videos.
- Develop strong hooks for the first 2–3 seconds.
- Create different script formats — educational, problem/solution, myth vs fact, expert-led,



storytelling, listicles, Q&A; etc.
- Work closely with the Video Editor/AI Video Creator to convert scripts into finished videos.

4. Performance Marketing Content

- - Develop ad copy, hooks, headlines and CTAs for Meta campaigns.
- Create multiple variations of the same concept for creative testing.
- Understand what makes content generate attention, engagement and ultimately leads/conversions.
- Adapt messaging based on campaign performance and feedback.

5. Content Research & Ideation

- - Track men's wellness, Ayurveda, fitness and nutrition trends.
- Research competitor and category content.
- Identify new topics and formats that can be used to grow the handle organically.
- Build a monthly content calendar with transparent themes and content formats.

6. Brand Voice

- - Help develop a consistent voice for the Men's Wellness brand.
- Content should be credible, relatable, modern and Indian, without sounding overly clinical or overly promotional.
- Ability to write both English and Hinglish is highly preferred.

Ideal Candidate

We would prefer someone who has worked with:

- - Ayurvedic brands
- Wellness / healthcare brands
- Nutrition brands
- Men's health / fitness brands
- D2C consumer brands
- Health-focused digital publishers

The candidate should have a good understanding of Indian consumers,



particularly Tier 2/3 audiences, and know how to simplify health and wellness communication.

Key Skills

- - Excellent writing and editing skills.
- Strong research ability.
- Strong understanding of social media content.
- Excellent headline and hook writing.
- Ability to write short-form video scripts.
- Good understanding of Ayurveda/wellness terminology.
- Ability to write in English and Hinglish.
- Strong sense of what makes content engaging and shareable.
- Ability to work quickly and produce high volumes of content.
- Understanding of AI tools such as ChatGPT/Gemini for research, ideation and content development is a plus.

KRAs

- - Quality and consistency of social media content.
- Number of usable content concepts/scripts generated.
- Reel/script output and creative variety.
- Engagement and performance of organic content.
- Ability to generate strong hooks and content ideas.
- Speed of execution and adherence to content calendar.
- Contribution to performance marketing creatives.
- Development of a strong and consistent Men's Wellness brand voice.

Important

We are looking for someone who can think beyond writing.

The ideal person should be able to take a broad topic such as:

"Men's energy after 35"

and develop:

Content Idea Hook Reel Script Carousel Caption Story Performance Ad Variations

The person will work closely with the Video Editor + AI Video Creator and Performance Marketing team to create a continuous pipeline of content.

Please prioritise candidates with relevant Ayurveda/wellness/D2C experience and share profiles along with their writing portfolio/social media work.

📌 Senior Content Writer – Men’s Wellness / Ayurveda (Gurugram)
🏢 NIRVASA HEALTHCARE PRIVATE
📍 Gurugram