Content strategy
Positioning, audience thinking, content architecture, governance and channel planning.
Content strategy · Campaigns · Digital experiences
I turn complex products into clear, memorable stories.
I’m Arnab, a content leader with 10+ years of experience across insurance, fashion, e-commerce, technology, entertainment and editorial.
10+years across content disciplines
3.3M+views on a scripted entertainment project
55product videos delivered for one e-commerce programme
360°thinking across site, social, CRM and video
Selected work
Work that shows the range—not just the volume.
A focused edit of campaign, commerce, editorial and video work. Use the filters to browse by discipline.
01
BLOOM / 25
Bloomstruck
A spring–summer campaign that turned a familiar floral cue into a playful, ownable brand universe.
02
BUDDY / 23
Buddy Beyond Study
Reframed the study desk as a child’s everyday companion for play, creativity, rest and learning.
03
FUTURE / 22
Step Into The Future
A minimal, tech-forward campaign language for showcasing large appliances through a futuristic lens.
04
HOME / 19
Connected Homes
A content ecosystem that simplified smart-home technology for customers with different needs and levels of expertise.
05
SCRIPT / 3.3M
Bewakoof Studio
Everyday comedy scripts built around relatable workplace, relationship and topical situations.
06
VIDEO / 55
Appliance Video Programme
A scalable video programme designed to make large-appliance purchase decisions easier.
07
CHOOSE / READ
Bandersnatched
The history of interactive storytelling—told as an interactive story.
08
PUJO / FILM
Durga Pujo Mood Film
An influencer-led festive mood film for a premium menswear brand.
Capabilities
From a blank page to a repeatable content system.
I work best where strategy, creative execution and operational rigour need to coexist.
Integrated campaigns
Central ideas that can travel coherently across site, social, CRM, retail and video.
E-commerce content
Category journeys, product storytelling, PDP systems, marketplace content and conversion copy.
Editorial & thought leadership
Features, executive narratives, newsletters, long-form content and distinctive editorial formats.
Video & scripts
Brand films, explainers, entertainment, event scripts, creator-led content and production-ready formats.
Content operations
Briefing systems, workflows, quality standards, modular templates and AI-enabled production.
About
Writer by instinct. Systems thinker by practice.
I have built content across very different customer journeys—from helping someone understand a smart-home ecosystem to turning a seasonal footwear collection into a campaign universe.
My strength is not just writing the line. It is finding the organising idea, shaping the experience around it, and creating a structure that teams can keep using after launch.
Today, my work sits at the intersection of content leadership, brand thinking, digital journeys and AI-enabled content operations.
TATA AIG General Insurance
Content HeadLeading content across brand, product and customer communication in a complex, trust-led category.
Metro Brands Limited
Content ManagerLed e-commerce, campaign and marketplace content across a portfolio of footwear and lifestyle brands.
TATA CLiQ
Content & Campaign RolesBuilt campaigns, category experiences, product content and video programmes across technology, appliances and home.
Editorial, branded content & freelance
Writer · Scriptwriter · Content StrategistWorked across technology journalism, entertainment scripts, social content and branded storytelling.
How I work
Clear thinking before clever writing.
Find the real problem
A content request is often a business, product or journey problem in disguise.
Build the central idea
The strongest work can travel across formats without losing its meaning.
Make it maintainable
Good systems make the next campaign, page or content update easier—not harder.
Let’s talk
Need a content leader who can connect the idea, the experience and the execution?
Connect with me for content strategy, brand and campaign roles, editorial leadership, e-commerce content or selected consulting projects.