Copywriter

Job Description – Copywriter

Designation: Copywriter

Experience: 2 - 5 years

Location: Mumbai

Work Mode: On-site

Role Summary

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

This role is ideal for someone with 2 - 5 years of agency experience who has a strong way with words, thinks independently, understands culture and digital behaviour, and can adapt their writing across different brands, categories, and audiences.

You could be someone who is still building your campaign experience but has strong writing fundamentals and original thinking , or someone who has already worked on campaigns and is ready to take greater ownership of concepts, narratives, and brand communication .

You’ll work closely with Art Directors, Designers, Strategists, and Client Servicing teams to turn briefs and insights into relevant ideas and effective communication across digital platforms.

We’re looking for someone who can understand what a brand should say, how it should say it, and why it should matter to its audience.

Key Responsibilities

1. Brief, Research & Brand Understanding

• Understand client briefs, business objectives, target audiences, and communication challenges.
• Research the brand, category, competitors, audience behaviour, and relevant cultural trends before writing.
• Understand brand personality, tone of voice, and communication guidelines.
• Identify relevant insights, content territories, messaging approaches, and storytelling opportunities.
• Think beyond individual posts and understand the larger communication objective of the brand.

2. Copywriting & Storytelling

Create original, engaging, and brand-relevant copy across formats, including:

• Social media posts, campaigns, and carousels
• Campaign headlines and key messaging
• Reels and video scripts
• Digital and paid-media advertisements
• Brand films and short-form storytelling
• Emailers and digital communication
• Website and landing-page copy
• Banners and performance creatives
• Pitch and campaign presentations

You should be able to move comfortably between a sharp one-liner, a social post, a script, and a larger campaign narrative while maintaining the right brand voice and intent.

3. Conceptual & Campaign Thinking

• Contribute original ideas for digital campaigns, brand/product launches, always-on communication, seasonal campaigns, topical content, and new-business pitches.
• Take a brief, identify the insight, and develop relevant creative routes rather than simply executing the first available idea.
• Develop campaign hooks, narratives, messaging frameworks, and content ideas.
• Spot relevant cultural moments and trends and understand when a brand should—or shouldn’t—participate.
• Work closely with Art and Design teams to ensure the visual and verbal idea strengthens the overall communication.

4. Social, Digital & Cultural Understanding

• Understand how audiences consume and respond to content across different digital and social platforms.
• Adapt writing based on the platform, audience, brand, category, format, and communication objective .
• Stay updated on social media culture, internet behaviour, pop culture, trends, and current conversations.
• Understand the difference between communication created for brand building, engagement, storytelling, and performance .
• Be comfortable switching between categories such as BFSI, fashion/lifestyle, FMCG, real estate, edtech, and other consumer-facing brands .

5. Collaboration & Creative Ownership

• Collaborate closely with Art Directors, Designers, Strategists, and Client Servicing teams.
• Participate actively in brainstorms, creative reviews, campaign discussions, and pitches.
• Present ideas clearly and explain the thinking behind them.
• Write original first drafts independently and self-edit before sharing.
• Take ownership of copy quality, accuracy, and consistency across assigned brands.
• Be receptive to feedback and refine work without losing the core creative thought.
• Manage multiple brands, briefs, and timelines while maintaining quality.
• Flag blockers proactively and take accountability for agreed deliverables.

What We’re Looking For

• 2- 5 years of copywriting experience , preferably within a digital, creative, advertising, social media, or integrated marketing agency.
• A portfolio that demonstrates strong writing craft, original thinking, and digital/social work .
• Experience working across multiple brands, categories, or audiences.
• Strong command of written English; Hindi/Hinglish proficiency is an advantage .
• Strong understanding of grammar, tone, storytelling, and wordplay.
• Ability to write both short, impactful copy and longer narrative-led formats.
• Understanding of social media, digital campaigns, brand communication, and consumer behaviour.
• Experience writing scripts for reels, videos, or other digital content.
• Exposure to paid-media/performance copy is an advantage.
• Ability to conceptualise ideas independently and articulate the reasoning behind them.

Most importantly: We’re looking for a writer and thinker first . AI can be part of your toolkit for research, exploration, or efficiency, but your original thinking, judgement, voice, and craft should drive the work .

Selection Process

Shortlisted candidates will be given a writing/creative assignment , followed by a conversation around their work, ideas, and approach.

We’ll be looking not only at the final copy but also at how you arrived at the idea and the thinking behind it .

Think You Can Give Brands the Right Words?

If you believe great copy starts with great thinking , we’d love to hear from you.

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

Show us the campaigns you’ve worked on, the stories you’ve shaped, the scripts you’ve written, and the lines you’re proud of.

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