Copywriter
Rare Ideas
Description
Copywriter
Together Hospitality | Pune | Full-time
CTC: ₹4 - 7 LPA
Experience: 2-5 years
Reports to: Creative Director
Scope: Across all 5 brands
About Together Hospitality
We operate culture-driven restaurants and bars including Elephant & Co., Cobbler & Crew, Juju, Gather, and Izipizi Street. Each brand has a distinct voice, audience, and cultural space. We care deeply about how our brands sound, not just how they look.
About the Role
This is not a caption-writing role.
As a Copywriter at Together Hospitality, you are the voice builder behind five distinct brands. You shape how each brand sounds across every touchpoint - from Instagram captions and menus to event pages, campaigns, and in-venue communication.
You will:
- Write at scale across multiple brands without blending voices
- Translate strategic briefs into sharp, effective language
- Maintain clarity, consistency, and cultural depth in everything written
Five brands. Five voices. No overlap.
Important Note on Writing & AI
This role requires a genuine writer.
We are not looking for AI-assisted writing.
All thinking, ideation, and writing must come from you — your instinct, your craft, your understanding of language.
If you rely on AI tools to write, this role will not be a fit.
Requirements
Key Responsibilities
1. Social Media & Captions
- Write captions across all brands (posts, reels, carousels, stories)
- Maintain distinct tone of voice for each brand
- Create copy that engages, communicates, and evokes — not just describes
- Deliver consistently within tight content timelines
- Execute briefs from Creative Strategists with clarity and craft
- Write hashtag strategies and story copy (polls, Q&As, etc.)
- Flag unclear briefs or weak concepts proactively
2. Brand Voice Ownership
- Own tone of voice documentation for all brands
- Act as the final checkpoint for voice consistency
- Build and maintain vocabulary, tonality, and writing guidelines
- Onboard freelancers and team members on brand voice
- Develop deep understanding of each brand's identity and audience
3. Campaigns, Events & Collateral
- Write event names, descriptions, and promotional copy
- Create campaign copy for launches, menus, and IPs
- Write menu and food descriptions that drive ordering intent
- Develop copy for print, signage, packaging, and in-venue touchpoints
- Write WhatsApp broadcast communication
- Collaborate with designers for copy-layout integration
4. Cultural Depth & Research
- Stay culturally curious — food, language, hospitality, design
- Build deep context for each brand's space (cocktails, cuisines, ethos)
- Track evolving language trends on social media
- Maintain a personal reference bank of strong writing
What This Role Does NOT Own
- Campaign concepts or creative direction (Creative Strategists)
- Brand narrative strategy (Creative Strategists)
- Design and visual direction (Creative Director & Designers)
Key Result Areas (KRAs)
1. Voice Consistency & Brand Distinction (30%)
- Clear differentiation across all 5 brand voices
- Human, natural, non-generic writing
- Strong first-draft approval rate
2. Caption Quality & Timeliness (25%)
- No delays in content calendar due to copy
- High-impact, engaging captions
- Consistent improvement in writing quality
3. Campaign & Collateral Copy (20%)
- Thoughtful, high-quality campaign language
- Menu copy that drives orders
- Seamless integration with design
4. Cultural Depth & Authenticity (15%)
- Writing reflects real understanding of each brand
- Specific, relevant cultural references
- Strong, human voice in all outputs
5. Collaboration & Execution (10%)
- Clear, efficient execution of briefs
- Proactive communication on quality gaps
- Strong collaboration with design and strategy teams
What We're Looking For
Experience
- 2–5 years in copywriting/content roles
- Experience handling multiple brand voices
- Strong social media writing experience
- Hospitality / F&B / lifestyle background preferred
Writing Skills
- Natural, human, voice-driven writing
- Ability to handle multiple distinct tones
- Fast, high-quality output at volume
- Writes to make people feel — not just inform
Mindset
- Deeply curious about culture and language
- Writes from understanding, not approximation
- Takes ownership and pride in every sentence
- Does not rely on AI for thinking or writing
What Sets You Apart
- Portfolio with clearly distinct brand voices
- Experience writing menus or food descriptions
- Ability to explain writing decisions and choices
About Rare Ideas
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