#HGHires: Creative & Cultural Strategist

About the company:

Homegrown is an Indian digital youth culture and lifestyle platform for the creative class powered by a digital publication, creative agency, content studio, experiential and a creative network I homegrown.co.in I agency.homegrown.co.in I @homegrownin @homegrownstreet @homegrownvoices

Homegrown is an Indian digital youth culture and lifestyle platform for the creative class. It was started from a passion to 'change the narrative. There was an emergence of independent creators in every realm; people who were defying cultural stereotypes and bringing forth new perspectives. It is a celebration of emerging creative voices and the cultural zeitgeist of contemporary India: being uniquely Homegrown.

At Homegrown, we look for artists who work with taboo topics that are socio cultural in nature. Those who are underrepresented, underfunded, unknown. We look for entrepreneurs with side-hustles, with success stories, stories of failure with spunk. We look for identity-driven narratives that paint a picture of the socio-political struggles of our youth in this country. We look for street-culture and the people shaping it: the fashion designers, the b-boy and hip hop dance groups, the skateboard and rap crews. We look for reminders of the past, of history, of nostalgia. We look for intimacy, for authenticity, for voice. We look for the creators who are driving the creative economies around the country. We look for narratives untold. We are the undercurrents of Indian youth culture; we are what's next, and we are what should be next.

Through our digital media publication we build the identity for emerging voices for all facets of contemporary youth culture; through our agency/content studio we connect brands with today's youth in ways that drive culture forward. Through our experiences we create cultural impact on the ground. We are a platform for every facet of contemporary youth culture and influencers across lifestyle, music, fashion, art, design, culture, food, entrepreneurship, social impact and more

Creative agency, content studio and experiential arm: we have partnered with over 180 leading brands like Nike, adidas, Puma, Bacardi, Converse, Gshock, HP, Fila, HDFC Life, Unicef, ABinBev - Budweiser, Hoegaarden, Corona, Diageo, AirBnB, Levis, CRED, The Taj Group, Audi, Royal Enfield, and several other brands on content, brand campaigns, influencer and event marketing, in the last 6 years.

For your reference, you can take a look at our social media platforms:

www.homegrown.co.in (Publication)

http://agency.homegrown.co.in/ (Agency)

www.instagram.com/homegrownin (Main Account)

www.instagram.com/homegrownstreet (Lifestyle & Street Culture Account)

https://www.linkedin.com/feed/update/urn:li:activity:6828210840378900480 (Showreel)

Job Title: Creative & Cultural Strategist

Location: Mumbai-based

Years of Experience: 2 to 5 years

Key Responsibilities

• Translate brand brief and strategy into inspiring creative ideas and campaigns to kick off and drive campaigns and pitches.

• Build branded content concepts based on insight derived from an in-depth understanding of the brand, market research, consumers’ feelings, attitudes and behaviours, and cultural trends.

• To break down the brief and approach it strategically - from studying local consumer

• behaviour to following global media trends and helping create ideas that translate into branded content that are culture-forward.

• Work with the strategy and campaign management teams to think through the ask, the brief, the insight, the approach.

• Strategizing content creation across formats including ad films, reel content, billboards, and experiential campaigns.

• On the pulse of the contemporary youth culture zeitgeist both on and off digital.

• Confident in developing disruptive ideas for the brand - as a creative agency, we are constantly looking to push boundaries.

• Effectively plan creative solutions end-to-end - conceptualising, writing copy and managing campaign output.

• Creatively involved in end-to-end coordination and execution with third party collaborators like directors, producers, stylists and vendors.

• Proactively suggest content ideas for topical and cultural moments and new social platform features/releases.

• Ideating across categories: Innovate across fashion, lifestyle, culture, food, travel, tech and identity.

• Conduct brainstorming sessions with campaign and strategy teams, maintaining creative thinking to develop innovative and actionable creative initiatives

• Guiding young interns and helping them up-skill and learn.

Qualifications & Prior Experience:

• 2-5 years of experience in building creative digital branded content campaigns at a publisher, agency, brand or media house.

• A keen eye and ear for observation - of both media/industry trends and consumer behaviour.

• A proven track record of being able to translate consumer insights into 360 brand-led ideas.

• Understanding and past experience creating integrated content across all marketing channels from digital, social media, paid media, film, TVCs, print, etc.

• Strong creative vision with an understanding of brand and client objectives

• Track record of creating ideas for global or large regional brands.

• Expertise in social best practices across platforms.

• Has a good eye for content curation.

• Should be well adept with global & Indian trends, formats and developments in branded content.

• Should have an understanding of marketing, social and media analytics to shape & optimise content based on performance and learnings.

• Proven experience in building insight-driven solutions for brands across categories.

• Ability to work collaboratively with different teams and departments to create something great.

• Resourceful and nimble thinking without dependence on big budgets for projects.

Does this sound like you? For consideration, you must submit your resume, online portfolio or a PDF of your work along with a test that will be sent after we review your application to careers@homegrown.co.in