Content Writer

Baidyanath; Kolkata District; On-site; INR 2,400,000 - 4,000,000; Full time

Job summary

Baidyanath Ayurveda and Goodcare seek a Content & Creative Ideation leader to drive content development and cross-channel storytelling. This role is about creating campaign concepts, brand narratives and platform-specific content, not traditional writing.

You will balance brand heritage with modern digital engagement while guiding social, video and performance content across multiple touchpoints. The ideal candidate brings experience with FMCG/digital agencies or brand-side roles, handles

Qualifications

• Excellent written English with strong command over headlines, hooks and short-form copy.
• Strong storytelling, presentation and communication skills.
• Ability to simplify complex health/product information without diluting the core benefit.
• Strong understanding of Instagram, Facebook, YouTube, LinkedIn and digital-first consumer communication.
• Experience writing short-form video scripts and developing campaign ideas beyond executional copy.
• Capability to manage multiple brands and projects simultaneously.

Responsibilities

• Develop the content approach for Baidyanath Ayurveda and Goodcare while keeping the identity, audience and communication style of both brands distinct.
• Generate campaign ideas, content properties, social concepts, creative hooks and communication narratives aligned with brand and business objectives.
• Translate marketing briefs into strong communication ideas and executable content.
• Identify relevant consumer trends, cultural moments, health/wellness conversations and occasions that the brands can participate in.
• Build recurring and ownable content formats rather than relying only on topical or product-led posts.
• Develop content themes across Ayurveda, health, wellness, beauty, lifestyle, nutrition, FMCG and preventive healthcare.
• Own ideation and copy development across Instagram, Facebook, YouTube, LinkedIn and other relevant platforms.
• Develop monthly content calendars, post concepts, captions, carousel stories, Reels/Shorts ideas, product communication, educational content, engagement content and moment marketing.
• Adapt communication by platform, audience and objective rather than replicating the same content across channels.
• Work with social, design and video teams to ensure content is execution-ready and delivered on time.
• Develop concepts and scripts for Instagram Reels, YouTube Shorts, influencer content, UGC videos, performance ads, product demonstrations, expert-led videos and testimonials.
• Create strong hooks and scripts using a clear structure such as Hook > Story > Product Integration > Benefit > CTA.
• Simplify health, wellness and product benefits into engaging, consumer-friendly communication.
• Develop and/or manage website content, product pages, blogs, SEO articles, campaign landing pages, brand stories, educational articles and product education.
• Create marketplace A+ content, brochures, catalogues, longer video scripts, leadership/founder communication, thought-leadership content and CRM/WhatsApp/Email communication.
• Maintain factual accuracy while ensuring the language remains simple, relevant and engaging for the intended audience.
• Work closely with designers and creative teams to develop campaign key visuals, headlines, taglines, digital ads, performance creatives, marketplace banners, website banners, POSM and BTL communication.
• Contribute to packaging communication and print communication where required.
• Operate as an ideator, not only as a copywriter receiving briefs: originate the idea and then work with design/video teams to bring it alive.
• Baidyanath Ayurveda: Trust, heritage, Ayurveda expertise, efficacy, family wellness, preventive healthcare and credibility. The communication should make a legacy Ayurvedic brand feel contemporary and relevant without losing its authority.
• Goodcare: Modern, digital-forward, conversational, younger, lifestyle-oriented, benefit-driven and social-first.
• Partner with the cross-functional team on new product launches, seasonal campaigns, category-building, product education, influencer campaigns, performance campaigns, marketplace campaigns, festive campaigns and brand-building initiatives.
• Translate one central campaign thought into multiple formats across social, video, digital, commerce and offline touchpoints.
• Develop and manage monthly and quarterly content calendars with visibility of upcoming campaigns, business priorities and product launches.
• Coordinate with activation, social, design, performance, e-commerce, marketplace, product/R&D and agency teams.
• Maintain consistency in messaging and tonality across touchpoints and keep a repository of approved content, product claims and creative assets.
• Track performance of major content formats and use learnings to improve future communication.
• Develop communication for Meta ads, Google/YouTube creatives, marketplace ads, D2C website campaigns, retargeting, problem-solution communication and promotional campaigns.
• Understand the difference between Brand Content, Engagement Content, Performance Content and Commerce Content, and tailor the writing accordingly.
• Regularly study digital-first FMCG, wellness, beauty and D2C brands to identify emerging formats, consumer language, category trends and creative opportunities.
• Bring relevant learnings into Baidyanath and Goodcare without copying competitor communication.

Skills

Excellent written English

Storytelling

Social platforms knowledge

Short-form video scripts

Campaign thinking

Attention to detail

Brand tonality

Multi-brand management

Copywriting

Content ideation

Job description

We are looking for a strong Content & Creative Ideation professional to lead content development and communication across Baidyanath Ayurveda and Goodcare. This is not a traditional content-writing role. The person will be expected to develop ideas, campaign concepts, brand narratives and platform-specific content across social media, creative, video, digital campaigns, performance marketing, websites, marketplaces and other consumer touchpoints.

The ideal candidate should understand how modern consumer brands communicate digitally and should be able to balance brand storytelling with content that drives engagement, consideration and conversion.

Preferred Experience / Brand Exposure

Preferred candidates will have worked with a leading creative or digital agency handling FMCG, Health & Wellness, Beauty, Personal Care, Nutrition or D2C brands, or have direct brand-side experience with digitally forward consumer brands.

Key Responsibilities

• Develop the content approach for Baidyanath Ayurveda and Goodcare while keeping the identity, audience and communication style of both brands distinct.
• Generate campaign ideas, content properties, social concepts, creative hooks and communication narratives aligned with brand and business objectives.
• Translate marketing briefs into strong communication ideas and executable content.
• Identify relevant consumer trends, cultural moments, health/wellness conversations and occasions that the brands can participate in.
• Build recurring and ownable content formats rather than relying only on topical or product-led posts.
• Develop content themes across Ayurveda, health, wellness, beauty, lifestyle, nutrition, FMCG and preventive healthcare.

2. Social Media Content Management

• Own ideation and copy development across Instagram, Facebook, YouTube, LinkedIn and other relevant platforms.
• Develop monthly content calendars, post concepts, captions, carousel stories, Reels/Shorts ideas, product communication, educational content, engagement content and moment marketing.
• Adapt communication by platform, audience and objective rather than replicating the same content across channels.
• Work with social, design and video teams to ensure content is execution-ready and delivered on time.

3. Short-form Content

• Develop concepts and scripts for Instagram Reels, YouTube Shorts, influencer content, UGC videos, performance ads, product demonstrations, expert-led videos and testimonials.
• Create strong hooks and scripts using a clear structure such as Hook > Story > Product Integration > Benefit > CTA.
• Simplify health, wellness and product benefits into engaging, consumer-friendly communication.

4. Long-form Content

• Develop and/or manage website content, product pages, blogs, SEO articles, campaign landing pages, brand stories, educational articles and product education.
• Create marketplace A+ content, brochures, catalogues, longer video scripts, leadership/founder communication, thought-leadership content and CRM/WhatsApp/Email communication.
• Maintain factual accuracy while ensuring the language remains simple, relevant and engaging for the intended audience.

5. Creative Ideation & Copywriting

• Work closely with designers and creative teams to develop campaign key visuals, headlines, taglines, digital ads, performance creatives, marketplace banners, website banners, POSM and BTL communication.
• Contribute to packaging communication and print communication where required.
• Operate as an ideator, not only as a copywriter receiving briefs: originate the idea and then work with design/video teams to bring it alive.

6. Brand Tonality Management

Baidyanath Ayurveda: Trust, heritage, Ayurveda expertise, efficacy, family wellness, preventive healthcare and credibility. The communication should make a legacy Ayurvedic brand feel contemporary and relevant without losing its authority.

Goodcare: Modern, digital-forward, conversational, younger, lifestyle-oriented, benefit-driven and social-first.

7. Campaign Development

• Partner with the cross-functional team on new product launches, seasonal campaigns, category-building, product education, influencer campaigns, performance campaigns, marketplace campaigns, festive campaigns and brand-building initiatives.
• Translate one central campaign thought into multiple formats across social, video, digital, commerce and offline touchpoints.

8. Content Calendar, Governance & Coordination

• Develop and manage monthly and quarterly content calendars with visibility of upcoming campaigns, business priorities and product launches.
• Coordinate with activation, social, design, performance, e-commerce, marketplace, product/R&D and agency teams.
• Maintain consistency in messaging and tonality across touchpoints and keep a repository of approved content, product claims and creative assets.
• Track performance of major content formats and use learnings to improve future communication.

9. Performance & Commerce Content

• Develop communication for Meta ads, Google/YouTube creatives, marketplace ads, D2C website campaigns, retargeting, problem-solution communication and promotional campaigns.
• Understand the difference between Brand Content, Engagement Content, Performance Content and Commerce Content, and tailor the writing accordingly.

10. Trend & Competition Tracking

• Regularly study digital-first FMCG, wellness, beauty and D2C brands to identify emerging formats, consumer language, category trends and creative opportunities.
• Bring relevant learnings into Baidyanath and Goodcare without copying competitor communication.

Candidate Profile

Experience

• 8-10 years of experience in content, creative strategy, copywriting, digital content or brand communication.
• Preferably from a digital/creative agency environment handling FMCG, Health & Wellness, Beauty, Personal Care, Nutrition or D2C brands.
• Alternatively, strong brand-side experience with a digitally driven consumer brand.
• Prior experience on social-first and/or D2C brands is strongly preferred.

Must-Have Skills

• Excellent written English with strong command over headlines, hooks and short-form copy.
• Ability to simplify complex health/product information without diluting the core benefit.
• Strong understanding of Instagram, Facebook, YouTube, LinkedIn and digital-first consumer communication.
• Experience writing short-form video scripts and developing campaign ideas beyond executional copy.
• Strong storytelling, presentation and communication skills.
• Ability to manage multiple brands and projects simultaneously.
• Comfort working closely with designers, editors, agencies, social teams and performance teams.
• Strong attention to detail and brand consistency.

Preferred Skills

• Understanding of Ayurveda, wellness, nutrition, beauty or healthcare categories.
• Knowledge of Hindi and/or Bengali will be an advantage.
• Basic understanding of SEO and marketplace content such as Amazon A+.
• Understanding of influencer, UGC and performance content.
• Ability to interpret basic social and content performance metrics.

What We Are Looking For

• An ideator first and writer second.
• Naturally curious about brands, consumers, culture and digital trends.
• Comfortable generating multiple creative routes for one brief.
• Able to spot a strong hook, campaign thought or storytelling angle.
• Equally comfortable writing a five-word headline and a long-form article.
• Capable of challenging repetitive or predictable content.
• Commercially aware and understands that content must support brand and business growth.

This is not a role for someone whose experience is primarily limited to SEO blogs or generic social-media captions.

The candidate should be able to answer: “What should the brand say, why should the consumer care, and what is the most interesting way to say it?”

• Quality and originality of content ideas and campaign thinking.
• Improvement in social engagement and overall content effectiveness.
• Quality of short-form video concepts and scripts.
• Consistency and distinctiveness of Baidyanath and Goodcare brand tonality.
• Timeliness of content planning and delivery.
• Reduction in repetitive/generic communication.
• Contribution to product launches, digital campaigns and commerce requirements.
• Ability to convert marketing briefs into execution-ready creative ideas.

Candidates should submit a portfolio containing examples of:

• Social media campaigns and content properties
• Reels / short-form video scripts
• Campaign concepts and key creative ideas