Creative & Cultural Strategist – Homegrown Music

Job Overview

Company: Homegrown Music
Role: Creative & Cultural Strategist
Location: Mumbai (On-site)
Experience: 3+ Years
Employment Type: Full Time

Homegrown Music is looking for a Creative & Cultural Strategist who understands youth culture across music, fashion, technology, art, and lifestyle. The role focuses on transforming brand insights into creative campaigns, cultural storytelling, and immersive experiences.

About Homegrown:

Homegrown is a next-gen youth culture and lifestyle platform, powered by a digital media publication, creative agency, events & experiences, content studio, and IPs – The Homegrown Festival.

View work on: homegrownworld.in | Platforms: homegrown.co.in ig: @homegrownin @homegrownvoices @homegrownstreet We partner with brands to create cultural experiences using immersive events across alcobev / tech / lifestyle / fashion & more. Homegrown has hosted over 150+ global and local brand launches | had over 1.5L people attend its events and festivals | co owns 2 ips with brands like bacardi x dewars | Also has its own culture x lifestyle festival + creative conference. AWARDED: ADWEEK’s FASTEST GROWING AGENCIES WORLDWIDE & CAMPAIGN ASIA’S EVENT MARKETING AWARDS Some of our clients: Bacardi, Nike, Puma, Budweiser, Dewars, Nothing, Jagermeister, adidas, etsy, Johnnie Walker

Sample work:

● Homegrown festival (Our IP): https://www.youtube.com/watch?v=YbIkZkLxoOE&t=1s

● Casa Bacardi: https://www.homegrownworld.in/nothing-phone-launch

● Puma Run the Streets: https://www.homegrownworld.in/puma-runthestreets-integrated-campaign

● Nothing Phone 2 Launch: https://www.homegrownworld.in/nothing-phone-launch

● Dewars Stay Curious HQ: https://www.homegrownworld.in/dewars-stay-curious

● Nike Air Max Day: https://www.homegrownworld.in/nike-airmax

● Absolut India Launch : https://www.homegrownworld.in/absolut-bottle-launch

We are looking for an individual who is on the pulse of youth culture, lifestyle and identity across art, fashion, music, tech, and films. This is an individual who is driven by curiosity, is an internet junkie and engages in design and culture-forward thinking.

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 – conceptualizing, 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 upskill and learn.

Qualifications and Prior Experience:

➔ 2-3+ 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 & optimize 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.