Associate Manager - Copy Job Details | Air India Careers

Job Purpose

The Copywriter is a key creative contributor within the Creative & Copy department, responsible for developing powerful, audience-first copy and concepts that bring the brand’s storytelling to life. This role goes beyond execution, providing creative leadership, mentoring junior writers, and ensuring the brand voice is expressed with consistency, clarity, and impact across all channels. From campaign development and social-first storytelling to long-form content and scripts, the Copywriter balances creativity with strategic insight to deliver content that resonates with diverse audiences and drives measurable results.

Key Accountabilities

Creative Concepting & Storytelling Lead the development of campaign concepts, brand narratives, and creative messaging frameworks. Partner with art directors, designers, and strategists to co-create integrated ideas across digital, social, print, video, and experiential platforms. Craft compelling headlines, taglines, and campaign messaging that break through and inspire action. Contribute bold creative thinking during ideation sessions and help set the creative tone for projects. Copywriting & Content Development Write, edit, and adapt copy for a variety of formats and audiences, including: Campaign messaging and advertising copy Social media captions, threads, and platform-native storytelling Website, blog, and long-form editorial content Email marketing, CRM, and internal communications Video scripts, storyboards, and voiceover/narration copy Ensure tone, style, and voice are aligned to brand guidelines while tailored to each platform. Integrate SEO best practices into long-form and digital content where relevant. Collaboration & Creative Leadership Collaborate closely with designers, producers, social leads, and other creative partners to deliver cohesive work. Serve as a mentor to junior copywriters and associates, providing guidance, feedback, and development support. Partner with marketing, communications, and business stakeholders to translate objectives into strong creative narratives. Advocate for copy excellence and champion the brand voice across the organization. Quality Control & Editorial Standards Review and refine all copy to ensure clarity, accuracy, and impact. Safeguard brand voice and messaging consistency across channels. Collaborate with legal, compliance, or regulatory teams when needed to ensure accuracy and appropriateness of copy. Innovation & Trends Stay up to date on cultural trends, platform evolutions, and emerging formats to keep copy relevant and fresh. Experiment with new forms of storytelling (interactive, conversational, social-first, AI-assisted, etc.). Contribute to evolving the brand’s tone of voice in line with audience expectations and market shifts Skills/Qualities Required Exceptional writing, editing, and storytelling skills across short- and long-form formats. Strong conceptual thinker with the ability to translate strategy into powerful creative ideas. Versatility to shift between campaign copy, social-first writing, and editorial/long-form. Experience mentoring or guiding junior creatives. Collaborative and confident communicator, able to influence and inspire stakeholders. Deep understanding of digital platforms, audience behaviors, and cultural nuances. Comfortable balancing creativity with business and brand objectives. Key Interfaces Internal Interfaces Marketing, PR, Business Divisions, Social Media Teams Work closely with the Marketing and PR teams to develop marketing materials and ensure consistency in messaging across all platforms Educational and Experience

Requirements

Minimum Education requirements Bachelor’s degree in English, Journalism, Communications, or a related field Experience Minimum Desired At least 4 years of agency or in-house copywriting experience is required 6–10 years of professional experience as a copywriter in a creative agency or in-house creative/content team. Proven track record of delivering award-winning or high-impact campaigns across multiple channels. Strong portfolio showcasing conceptual and executional excellence in both short-form and long-form copy. Experience with SEO, content strategy, and digital performance metrics preferred. Degree in Communications, Marketing, Journalism, Creative Writing, or related field (preferred but not mandatory with strong portfolio). Apply now » Find similar jobs: Sales & Marketing FOLLOW US ON Opens in a new tab. Opens in a new tab. Opens in a new tab. Opens in a new tab. Opens in a new tab. Copyright © 2025 Air India Ltd. All rights reserved. Use of this website indicates your compliance with our Privacy Policy, Conditions of Carriage, Terms and Conditions.