Glide Brands · Full-time · Mumbai
To be frank, most copywriter JDs are boring. So is most copy. We're trying to fix both.
TBF is India's first egg white protein bar. We don't perform health, we don't lecture, and we definitely don't say fuel your day. We're building a brand for people who are tired of eating being a personality test and we need a writer who can hold that voice without flinching.
This isn't a role for someone who wants to write 10 reasons why protein matters. It's for someone who can write one line that makes a skeptic stop scrolling.
What you'll actually do
- Own the TBF voice across every surface - packaging, scripts, ads, website, decks, captions, the inside of the box, the error page nobody reads
- Write video scripts for creators and in-house shoots: hooks that earn the first 3 seconds, mid-rolls that hold, CTAs that convert (no link in bio energy)
- Translate product truths (12g protein, 3 egg whites, no eggy taste) into lines a 22-year-old will actually repeat to a friend
- Partner with the design team so copy and visual land as one thing, not two
- Push back on briefs that are wrong. We'd rather argue for an hour than ship something safe.
What we're looking for
- 1-4 years writing for consumer brands D2C, F&B, or culture-led brands preferred. If you've worked on a wellness brand and hated the tone, even better.
- A portfolio that proves you can be funny without trying too hard, and clear without being flat
- Sharp instinct for short-form: hooks, taglines, one-liners, captions. Long-form is a bonus, not the job.
- You understand the difference between witty and quippy, between confident and arrogant, between honest and edgy-for-the-sake-of-it
- Strong opinions about ads you love and ads you hate and you can say why in one sentence
- Comfort with creator/influencer formats: you've written scripts that real humans had to perform, and you know what reads vs. what plays
- You can take a rough product fact and find the line inside it. The line is always in there.
Bonus points
- You've written for food, fitness, or skincare and didn't lose your soul
- You read Oatly's packaging for fun
- You've shipped a campaign you're still proud of, and one you're not and you know exactly what went wrong with the second one
What we won't ask for
- Passion for wellness. If you're passionate about good writing, the rest follows.
- A cover letter explaining why you're a team player
