Senior Copywriter

Puretech Digital - A Genesis Company; Mumbai; On-site; INR 600,000 - 900,000; Full time

Job summary

Puretech Digital - A Genesis Company in Mumbai seeks a Copywriter who thinks beyond just writing copy. You’ll blend copy strategy, storytelling, and cultural insight to craft communications that feel relevant to the brand and audience.

You will shape narratives for large consumer brands across digital platforms, collaborating with Art Directors, Designers, Strategists, and Client Servicing to deliver cohesive ideas and impactful messaging.

Qualifications

• 2.5 - 4 years of copywriting experience in digital/advertising agencies.
• Strong portfolio showing conceptual thinking and copycraft.
• Experience with consumer-facing brands and brand tonality.
• Solid understanding of copy strategy, social media, digital campaigns and storytelling.
• Ability to translate a brief into a compelling creative direction.
• Experience writing scripts for reels, digital videos or brand-led content.

Responsibilities

• Develop copy strategy and brand thinking aligned with personality and objectives.
• Create concepts and campaign ideas for integrated and digital campaigns.
• Build campaign narratives, messaging frameworks, and hooks across platforms.
• Translate insights into culturally relevant, platform-friendly writing.
• Collaborate with Art Directors and Designers to ensure cohesive ideas.
• Pitch, review, and refine copy across projects with ownership of quality.

Skills

Copywriting

Brand thinking

Storytelling

Content strategy

Social media copy

Campaign ideation

Job description

Location: Mumbai, India

Work Mode: On-site

Experience: 2.5- 4 years

Role Summary

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

• 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.
• 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.
• 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

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.

Social & Digital Platform Understanding

• Social & Digital Platform Understanding
• 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.
• Collaboration & Creative Ownership
• 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?

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