Axis My India Limited is India's leading consumer data intelligence company, committed to enabling data-driven decision-making. It has launched the A App, a people empowerment platform designed to enhance the lives of a billion citizens by providing access to authentic information and practical solutions for everyday needs. The app follows a PHYGITAL model, leveraging Axis My India's vast network of 5,000+ locations across 700 districts. Powered by Google Cloud and Google Gen AI, it continuously learns and improves to deliver better user experiences.
Role Overvie
wAxis My India is seeking a Content Strategy to lead the sourcing, curation and programming of content for Bharat and rural audiences on the Axis My India app. This is not a social media content creator role it's about building a content engine that engages millions of users daily with relevant, authentic and inclusive content. The role demands deep understanding of Bharat consumers, strong content programming expertise and the ability to forge partnerships that bring unique, impactful content to lif
e
Key Responsibilitie
- s Define a long-term content strategy and roadmap that prioritizes categories relevant andcatering to Bharat: infotainment, agriculture, health, news, utility and spor
- ts
Curate and schedule content that is fresh, relevant and localized to user needs, ensuring daily stickiness and engagem
- ent
Identify and onboard regional publishers, NGOs and content creators to bring authentic, hyperlocal stories and insights. Build strong relationships to secure steady content sup
- ply.
Build and maintain a robust pipeline of content, ensuring continuity and diversity while reflecting cultural nuances and regional prefer
- ences
Manage negotiations with content providers for licensing, syndication and acquisition, ensuring legal compliance and cost-effecti
- veness
Leverage app analytics and consumer research to understand what resonates with Bharat audiences and use insights to fine-tune
- content
Adapt content into multiple languages and culturally appropriate tones and formats, ensuring inclusivity across India's diverse po
- pulation
Create frameworks and dashboards to measure content engagement, effectiveness and stickiness. Continuously refine based on
- insights
Develop original formats tailored for Bharat audiences, such as voice-based storytelling, utility-driven content and short-form informatio
nal videos
Desi
red Profi
- leEducationBachelor's degree in Mass communication or Journalism or Literature or Me
- dia StudiesMaster's degree in Marketing / Strategy or MA in Media/Journalism or Rural
Developmen
- t
Experience10+ years of experience in content strategy, programming - or curation.Prior experience in vernacular media, regional OTT, digital content platforms or Bharat-first consum
- er platformsStrong track record in building and scaling content ecosystems for rural/vernac
- ular marketsProven experience in partnerships, licensing and managing diverse content
portfolios.
Creative and Ope
- rating SkillsSharp editorial judgment with ability to identify content that engages and i
- nforms BharatData-driven mindset: ability to use analytics to re
- fine strategyExcellent project management skills able to deliver quality content at scale
- and on time.Creative ideation for new formats and engagement models (e.g., voice-based, util
- ity content).Ability to balance consumer aspirations with grassro
- ots realitiesStrong storytelling ability with sensitivity to cultural and lingu
istic nuances
What We OfferA front-row seat to one of India's most ambitious citizen-t- ech platforms.High-visibility role with direct access to CXOs and governme
- nt leadership.Entrepreneurial work environment backed by Axis My India's credibil
- ity and reach.Competitive pay with performance-link
ed incentives.
