Content Strategy – Bharat & Rural Audiences

About Axis My India

Axis My India Limited is India’s leading consumer data intelligence company, committed to enabling data-driven decision-making. It has launched the "A" App, a people empowerment platform designed to enhance the lives of a billion citizens by providing access to authentic information and practical solutions for everyday needs. The app follows a PHYGITAL model, leveraging Axis My India’s vast network of 5,000+ locations across 700 districts. Powered by Google Cloud and Google Gen AI, it continuously learns and improves to deliver better user experiences.

Role Overview

Axis My India is seeking a Head of Content Strategy to lead the sourcing, curation and programming of content for Bharat and rural audiences on the Axis My India app. This is not a social media content creator role — it’s about building a content engine that engages millions of users daily with relevant, authentic and inclusive content. The role demands deep understanding of Bharat consumers, strong content programming expertise and the ability to forge partnerships that bring unique, impactful content to life

Key Responsibilities

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  Define a long-term content strategy and roadmap that prioritizes categories relevant and catering to Bharat: infotainment, agriculture, health, news, utility and sports
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  Curate and schedule content that is fresh, relevant and localized to user needs, ensuring daily stickiness and engagement
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  Identify and onboard regional publishers, NGOs and content creators to bring authentic, hyperlocal stories and insights. Build strong relationships to secure steady content supply.
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  Build and maintain a robust pipeline of content, ensuring continuity and diversity while reflecting cultural nuances and regional preferences
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  Manage negotiations with content providers for licensing, syndication and acquisition, ensuring legal compliance and cost-effectiveness
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  Leverage app analytics and consumer research to understand what resonates with Bharat audiences and use insights to fine-tune content
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  Adapt content into multiple languages and culturally appropriate tones and formats, ensuring inclusivity across India’s diverse population
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  Create frameworks and dashboards to measure content engagement, effectiveness and stickiness. Continuously refine based on insights
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  Develop original formats tailored for Bharat audiences, such as voice-based storytelling, utility-driven content and short-form informational videos

Requirements

Education

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  Bachelor’s degree in Mass communication or Journalism or Literature or Media Studies
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  Master’s degree in Marketing / Strategy or MA in Media/Journalism or Rural Development

Experience

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  10+ years of experience in content strategy, programming or curation.
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  Prior experience in vernacular media, regional OTT, digital content platforms or Bharat-first consumer platforms
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  Strong track record in building and scaling content ecosystems for rural/vernacular markets
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  Proven experience in partnerships, licensing and managing diverse content portfolios.

Creative and Operating Skills

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  Sharp editorial judgment with ability to identify content that engages and informs Bharat
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  Data-driven mindset: ability to use analytics to refine strategy
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  Excellent project management skills — able to deliver quality content at scale and on time.
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  Creative ideation for new formats and engagement models (e.g., voice-based, utility content).
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  Ability to balance consumer aspirations with grassroots realities
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  Strong storytelling ability with sensitivity to cultural and linguistic nuances

What We Offer

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  A front-row seat to one of India’s most ambitious citizen-tech platforms.
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  High-visibility role with direct access to CXOs and government leadership.
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  Entrepreneurial work environment backed by Axis My India’s credibility and reach.
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  Competitive pay with performance-linked incentives.

Benefits

• Competitive salary and benefits package
  
• Opportunity to make significant contributions to a dynamic company
  
• Walking distance from Chakala metro station, making commuting easy and convenient.