Role Objective

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

We need a solid 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

- 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.

- 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.

- 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.

- 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.

- 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 clear themes and content formats.

- 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 Ayurveda
📍 Gurugram