Brand Content Strategist

Job description

Location : Thane, Mumbai

We're building the H&M of Indian Ethnicwear and content is going to be at the heart of that journey.

Vastramay (100 Cr brand, across Menswear, Womenswear, Kidswear & Pets) is looking for a Content Strategist to shape our brand story, build recurring content IPs, and create viral, culture-first campaigns.

If you're someone who can blend festivals + fashion + fresh formats + AI creativity, we'd love to talk.

Apply via Google Form here: https://forms.gle/WQ953VezP5mWi87u5 (Copy this link)

(Only shortlisted candidates who has filled the google form will move to the detailed next round)

About Vastramay

Vastramay is one of India's fastest-growing ethnicwear brands, with a vision to become the H&M of Indian Ethnicwear. Having achieved 100 Cr revenue last year, we are present across Menswear, Womenswear, Kidswear, and even Pets. Our in-house creative hub produces shoots, campaigns, and AI-powered content, powering our presence across marketplaces, D2C, and offline expansion.

We are now looking for a Content Strategist to build and lead our long-term storytelling engine across digital platforms.

Role Overview

You will be the architect of Vastramay's content vision and brand story turning our cultural, festive, and family-led ethos into engaging narratives that scale. From building recurring content IPs to leading an annual content calendar, you'll drive execution across formats (Reels, Shorts, static, campaigns). You'll collaborate with AI tools and our in-house creative talent to multiply output without losing authenticity.

Key Responsibilities

• Own and evolve Vastramay's overarching brand story, aligned with our vision.
• Develop content pillars and recurring IPs (festivals, weddings, family twinning, etc.).
• Build and manage a 12-month cultural + occasion-led calendar.
• Work with creative, studio, and AI design teams to bring strategy to life daily.
• Blend cultural insight with trend-first formats to make content both deep and viral.
• Experiment with AI-driven ideation while keeping content authentic.
• Partner with influencers, UGC creators, and communities to amplify reach.
• Track performance, build feedback loops, and optimize quarterly.

Ideal Candidate

• 47 years in fashion / lifestyle / consumer brand content strategy.
• Strong grasp of Indian culture, festivals, and fashion narratives.
• Proven record of creating viral social content + structured campaigns.
• Hands-on with Instagram Reels, YouTube Shorts, UGC/community campaigns.
• Comfortable with AI tools (ChatGPT, Midjourney, Runway, etc.) as creative accelerators.
• Excellent copywriting, storytelling, and multi-format thinking.
• Thrives in a fast-paced, founder-led startup environment.

What We Offer

• Define and own the brand story + content voice of a 100 Cr+ ethnicwear brand.
• Work at the intersection of fashion, culture, and AI-led creativity.
• In-house support: studio, designer, video editor, AI prompt editor.
• Entrepreneurial freedom + direct impact on brand visibility & growth.

Let's build something iconic together.

Apply via Google Form here: https://forms.gle/WQ953VezP5mWi87u5

(Only shortlisted candidates who has filled the google form will move to the detailed next round)