Copywriter

Puretech Digital; Mumbai; On-site; INR 420,000 - 750,000; Full time

Job summary

Puretech Digital in Mumbai seeks a Copywriter who thinks beyond just writing copy. You will blend copy strategy, conceptual thinking, cultural understanding and storytelling to craft brand-aligned communication across digital channels.

You’ll work on large consumer brands, shaping narratives, tone, content pillars, scripts and platform-specific copy, collaborating with Art Directors, Designers, Strategists and Client Servicing to turn insights into impactful ideas.

Qualifications

• 2.5 - 4 years of copywriting experience, preferably within a digital, creative, advertising, or integrated marketing agency.
• A strong portfolio demonstrating both conceptual thinking and copywriting craft.
• Experience working on consumer-facing brands with a strong understanding of brand tonality and visual culture.
• Strong understanding of copy strategy, social media, digital campaigns, and storytelling.
• Ability to move seamlessly between a sharp one-line copy and a larger campaign narrative.
• Strong conceptualisation and ideation skills.
• Ability to understand a brief, uncover the insight, and translate it into a compelling creative direction.
• Experience writing scripts for reels, digital videos, or brand-led content.
• Understanding of paid-media communication and performance-oriented copy is an advantage.
• Strong presentation and articulation skills.

Responsibilities

• Copy Strategy & Brand Thinking: Understand briefs, objectives, audiences, and challenges; develop copy and communication strategies aligned with brand positioning.
• Conceptual & Campaign Thinking: Create concepts for integrated/digital campaigns, launches, social media, always-on content, and pitches.
• Copywriting & Storytelling: Produce compelling copy across formats—social, headlines, scripts, emails, websites, banners; maintain brand voice and emotion.

Skills

Copywriting

Conceptual thinking

Storytelling

Brand thinking

Brand voice

Social media copy

Presentation skills

Job description

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

This role is for someone who can bring together copy strategy, conceptual thinking, cultural understanding, and strong storytelling to create communication that feels relevant, distinctive, and true to the brand.

You will work on large, consumer-facing brands, where understanding brand personality, audience behaviour, trends, and the nuances of communication is just as important as writing a great headline.

From defining the thought behind a campaign to developing the narrative, tonality, content pillars, scripts, and platform-specific copy, you will play an active role in shaping how brands communicate and show up across digital platforms.

You will collaborate closely with Art Directors, Designers, Strategists, and Client Servicing teams to turn insights into strong creative ideas and impactful communication.

Key Responsibilities

1. Copy Strategy & Brand Thinking

• Understand client briefs, business objectives, target audiences, and communication challenges.
• Develop copy and communication strategies aligned with the brand’s positioning and personality.
• Study the brand, category, competition, consumer behaviour, and cultural trends to identify relevant communication opportunities.
• Define content territories, messaging approaches, tone of voice, and storytelling routes.
• Think beyond individual posts and contribute to the larger narrative of the brand across platforms.
• Understand what a brand should say, how it should say it, and why it will matter to its audience.

2. Conceptual & Campaign Thinking

• Develop creative concepts and communication ideas for:
  • Integrated and digital campaigns
  • Brand and product launches
  • Social media campaigns
  • Always-on content
  • Seasonal and topical communication
  • New-business pitches
• Build strong campaign narratives, creative routes, hooks, and messaging frameworks.
• Translate strategic insights into ideas that are culturally relevant, engaging, and platform-friendly.
• Work closely with the Art and Design teams to ensure the visual and verbal idea comes together cohesively.

3. Copywriting & Storytelling

Create compelling copy across formats, including:

• Social media content and campaigns
• 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

Ensure every piece of communication maintains the right brand voice, tonality, emotion, and intent while balancing creativity with clarity.

• Understand how audiences consume content across different digital and social platforms.
• Adapt ideas and writing styles based on platform, audience, format, and communication objective.
• Stay updated on evolving social behaviours, content formats, internet culture, and consumer trends.
• Identify opportunities for brands to participate in relevant conversations without compromising their identity.
• Understand the difference between writing for brand building, engagement, storytelling, and performance-led communication.
• Partner closely with Art Directors and Designers to develop ideas from concept to execution.
• Collaborate with Strategy and Client Servicing teams to ensure communication aligns with the larger business and brand objective.
• Participate actively in brainstorms, creative reviews, campaign discussions, and new-business pitches.
• Present and articulate creative ideas and the thinking behind them.
• Take ownership of copy quality and consistency across projects.
• Be receptive to feedback and confidently refine ideas without losing the core creative thought.

What We’re Looking For

• 2.5 - 4 years of copywriting experience, preferably within a digital, creative, advertising, or integrated marketing agency.
• A strong portfolio demonstrating both conceptual thinking and copywriting craft.
• Experience working on consumer-facing brands with a strong understanding of brand tonality and visual culture.
• Strong understanding of copy strategy, social media, digital campaigns, and storytelling.
• Ability to move seamlessly between a sharp one-line copy and a larger campaign narrative.
• Strong conceptualisation and ideation skills.
• Ability to understand a brief, uncover the insight, and translate it into a compelling creative direction.
• Experience writing scripts for reels, digital videos, or brand-led content.
• Understanding of paid-media communication and performance-oriented copy is an advantage.
• Strong presentation and articulation skills.

You’ll Fit Right In If You

• Think about the idea before the line.
• Are curious about brands, people, culture, trends, and what influences consumer behaviour.
• Have a strong instinct for storytelling and brand tonality.
• Can distinguish between content that simply fills a calendar and content that actually builds a brand.
• Enjoy working closely with Art and Design to create communication where the visual and copy strengthen each other.
• Can handle multiple brands, briefs, and deadlines without compromising quality.
• Are proactive, collaborative, detail-oriented, and comfortable taking ownership.
• Are adaptable, open to feedback, and thrive in a fast-paced agency environment.

Think You Can Give Brands the Right Words?

If you believe great copy starts with great thinking, we’d love to see what you’ve created.

Show us the campaigns you’ve conceptualised, 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.