Brand & Content Associate

Role

Brand & Content Associate

Experience

1–3 years writing and making content for a consumer brand

Location

Gurugram. Hybrid — but the good work here comes from being around kitchens, counters and shoots, not from home.

Ashnoor is a mustard oil brand run by a family that has been in this trade since 1998. For twenty years we sold other people's oil across a counter in Agra. That is long enough to learn which names a shopkeeper reaches for without being asked, and which ones he has to talk a customer into. In 2018 we put our own name on a bottle.

That is a harder thing than it sounds. A family does not walk in and ask for mustard oil. They ask for the one they had last time — wahi wala dena. Earning that one sentence is the entire business. It is why we would rather be plain about what is in the pack than clever about what it does. We make no health promises and no miracle claims. We promise the same oil, in the same pack, every time, carrying a batch code that leads back to a person who answers for it.

We are still a small house. These roles are open because the work has outgrown the people doing it — not because a deck said to hire. Whoever takes these seats will set how a young brand behaves for a long time.

Most food brands say too much. Ours says less than it could, deliberately, and that turns out to be the harder brief. You will not be allowed to write that our oil is healthy, that it cures anything, that it is the purest in India, or that it is better than a named competitor. Every one of those is either a lie, a legal problem, or both.

What is left is the interesting part: the trade this family has been in since 1998, the reason a customer says wahi wala dena, what mustard oil actually does in a kadhai, how an achaar keeps through a year, why a batch code on the back of a pack matters more than a badge on the front. Real things, written well.

This is a young brand, so the range of the job is wide. In one week you might write pack copy, brief a photographer, edit a journal essay, answer a customer who is angry about something legitimate, and rewrite a caption four times because the third version claimed something we cannot claim.

1–3 years writing and making content for a consumer brand, an agency or a publication. We care far more about a portfolio we can read than about where you worked. Send three pieces you actually wrote, not a deck about a campaign you were near.

Beyond the years

• You write clean, plain English. Short sentences. Concrete nouns. No corporate filler, no invented drama.
• You can research something you did not know last week and write about it without getting a fact wrong.
• You have made things end to end — written, shot, edited, published — rather than only handing briefs to someone else.
• You are comfortable working in Hindi and English together, and you understand that a Hindi line is jewellery, not decoration.
• You take editing well and edit others kindly. Most of the work here is the second and third draft.

• Your instinct when a product is ordinary is to make the language extraordinary. That is exactly the habit this brand exists against.
• You need a big budget or an agency behind you to produce anything.
• You would find it frustrating to be told, often, that a genuinely good line cannot run because it claims something we cannot support.

The brand sounds like one person across the pack, the site and the feed. What you publish gets read to the end. Nothing you write has to be pulled down for claiming too much. And a customer somewhere quotes a line of yours back to us without knowing it was marketing.