Senior Content Writer Men s Wellness / Ayurveda

Role Objective

We are building a dedicated Men's Wellness content ecosystem across Instagram and other digital platforms.

We need a strong content writer who can develop high-volume, engaging and credible content around men's health, Ayurveda, wellness, lifestyle and nutrition, while understanding the nuances of social media and D2C brands.

This is not a traditional blog-writing role.

The person will be responsible for creating content that can be converted into Reels, carousels, static posts, stories, videos, scripts and performance creatives.

Key Responsibilities

• Social Media Content
• Develop daily/weekly content ideas for the Men's Wellness handle.
• Write Instagram Reels scripts, carousels, static posts, captions and stories.
• Create educational, informative, relatable and entertaining content around men's wellness.
• Develop content pillars and recurring content series.
• Identify trending topics and formats relevant to the target audience.
• Ayurveda & Wellness Content
• Develop content around Ayurvedic principles, herbs, ingredients, nutrition and lifestyle.
• Translate complex Ayurvedic/wellness concepts into simple, easy-to-understand language.
• Research ingredients and traditional Ayurvedic practices and convert them into engaging consumer content.
• Create content around men's vitality, energy, fitness, nutrition, stress, sleep, ageing and overall wellness.
• Ensure content remains responsible and does not make inappropriate medical or exaggerated claims.
• Video & Reel Scripts
• Write short-form scripts for Reels and AI/UGC videos.
• Develop strong hooks for the first 2–3 seconds.
• Create different script formats — educational, problem/solution, myth vs fact, expert-led, storytelling, listicles, Q&A etc.
• Work closely with the Video Editor/AI Video Creator to convert scripts into finished videos.
• Performance Marketing Content
• Develop ad copy, hooks, headlines and CTAs for Meta campaigns.
• Create multiple variations of the same concept for creative testing.
• Understand what makes content generate attention, engagement and ultimately leads/conversions.
• Adapt messaging based on campaign performance and feedback.
• Content Research & Ideation
• Track men's wellness, Ayurveda, fitness and nutrition trends.
• Research competitor and category content.
• Identify new topics and formats that can be used to grow the handle organically.
• Build a monthly content calendar with clear themes and content formats.
• Brand Voice
• Help develop a consistent voice for the Men's Wellness brand.
• Content should be credible, relatable, modern and Indian, without sounding overly clinical or overly promotional.
• Ability to write both English and Hinglish is highly preferred.
  

Ideal Candidate

We Would Prefer Someone Who Has Worked With

• Ayurvedic brands
• Wellness / healthcare brands
• Nutrition brands
• Men's health / fitness brands
• D2C consumer brands
• Health-focused digital publishers
  

The candidate should have a good understanding of Indian consumers, particularly Tier 2/3 audiences, and know how to simplify health and wellness communication.

Key Skills

• Excellent writing and editing skills.
• Strong research ability.
• Strong understanding of social media content.
• Excellent headline and hook writing.
• Ability to write short-form video scripts.
• Good understanding of Ayurveda/wellness terminology.
• Ability to write in English and Hinglish.
• Strong sense of what makes content engaging and shareable.
• Ability to work quickly and produce high volumes of content.
• Understanding of AI tools such as ChatGPT/Gemini for research, ideation and content development is a plus.
  

KRAs

• Quality and consistency of social media content.
• Number of usable content concepts/scripts generated.
• Reel/script output and creative variety.
• Engagement and performance of organic content.
• Ability to generate strong hooks and content ideas.
• Speed of execution and adherence to content calendar.
• Contribution to performance marketing creatives.
• Development of a strong and consistent Men's Wellness brand voice.
  

Important

We are looking for someone who can think beyond writing.

The ideal person should be able to take a broad topic such as:

Men's energy after 35

And Develop

Content Idea → Hook → Reel Script → Carousel → Caption → Story → Performance Ad Variations

The person will work closely with the Video Editor + AI Video Creator and Performance Marketing team to create a continuous pipeline of content.

Please prioritise candidates with relevant Ayurveda/wellness/D2C experience and share profiles along with their writing portfolio/social media work.