Asiaville
Website:
asiaville.in
Job details:
Asiaville is a leading Malayalam digital media and entertainment platform with a strong presence across Instagram, YouTube and Facebook. Over the years, Asiaville has evolved from a news-led digital platform into an entertainment-focused content company, creating character-driven sketches, short-form videos, micro-dramas and other digital-first formats.
Our content is designed for a highly engaged vernacular audience, with a strong focus on storytelling, entertainment value, audience retention and platform performance.
We are looking for a Creative Director – Content to lead the creative direction of our content team and help build engaging, platform-native content that connects with our audience.
Role Overview
The Creative Director – Content will be responsible for providing creative direction and leadership across Asiaville's content output.
The role will involve working closely with writers, directors, editors, content creators and social media teams to develop ideas, improve storytelling, strengthen execution and ensure that content is designed for audience engagement and platform performance.
The ideal candidate should have a strong understanding of content creation from concept to final output, with practical knowledge of script writing, direction, editing and social media content performance.
This is a hands-on creative leadership role for someone who can both think creatively and guide a team to execute those ideas effectively.
Key Responsibilities
Creative Direction
- Lead the overall creative direction of Asiaville's entertainment and digital content.
- Develop and refine creative concepts, formats, characters and storytelling approaches.
- Provide creative inputs to writers, directors and editors throughout the content development process.
- Ensure content maintains a strong balance between entertainment, storytelling and audience appeal.
- Identify opportunities to develop new content formats and recurring concepts.
- Maintain consistency in Asiaville's creative identity while encouraging experimentation and innovation.
Script & Story Development
- Review and provide creative feedback on scripts, story ideas, dialogues and concepts.
- Work closely with writers to improve story structure, pacing, humour, characters, hooks and overall audience appeal.
- Understand what makes a concept suitable for short-form digital consumption.
- Help transform basic ideas into engaging, executable content concepts.
- Guide writers and creative teams in developing stronger openings and storytelling patterns that improve viewer retention.
- Identify weaknesses in scripts and provide practical solutions before production.
Direction & Production Inputs
- Work closely with directors and production teams during the execution of content.
- Provide creative guidance on performance, scene execution, visual treatment and storytelling where required.
- Have a strong understanding of the practical aspects of directing and production.
- Ensure that the original creative intent is maintained through the production process.
- Participate in creative discussions during pre-production, shoot and post-production stages.
- Help the team solve creative challenges that arise during production.
Editing & Post-Production
- Review edits and provide creative feedback to editors.
- Understand editing principles including pacing, sequencing, cuts, transitions, sound, music and visual storytelling.
- Guide editors on improving hooks, pacing and audience retention.
- Ensure the final edit delivers the intended creative impact.
- Work closely with the post-production team to improve content quality without unnecessarily increasing production complexity.
- Evaluate whether content is ready for publishing from both a creative and audience perspective.
Social Media & Content Performance
- Develop a strong understanding of how content performs across Instagram, YouTube and Facebook.
- Use content performance data and audience behaviour to inform creative decisions.
- Analyse metrics such as views, watch time, retention, engagement, shares and comments to identify what is working and what needs improvement.
- Translate performance insights into actionable creative inputs for writers, directors and editors.
- Understand platform-specific content behaviour and adapt creative approaches accordingly.
- Identify trends, formats and storytelling techniques that can be relevant to Asiaville's audience without compromising the brand's content identity.
- Work closely with the social media team to improve content packaging, hooks and publishing strategies.
Team Leadership & Mentoring
- Lead and mentor writers, directors, editors and other members of the creative team.
- Conduct regular creative reviews and provide constructive feedback.
- Establish a culture of experimentation, learning and continuous creative improvement.
- Help team members develop stronger skills in storytelling, scripting, direction and editing.
- Set clear creative expectations while allowing the team to bring their own ideas and perspectives.
- Encourage collaboration between creative, production and social media teams.
Content Review & Quality Control
- Review content at different stages of development, from concept and script to final edit.
- Ensure content meets Asiaville's creative and quality standards before publication.
- Identify repetitive, weak or low-impact content and recommend improvements.
- Maintain consistency in tone, characters, storytelling and overall creative quality.
- Ensure content is entertaining, relevant and appropriate for the intended audience.
Creative Strategy & Innovation
- Contribute to the development of Asiaville's broader content strategy.
- Identify emerging content formats and audience trends relevant to Malayalam digital audiences.
- Experiment with new storytelling formats, characters and creative approaches.
- Develop ideas that can create recurring content franchises and scalable formats.
- Work with the leadership team to translate broader business and content objectives into actionable creative strategies.
Required Skills & Competencies
- Strong understanding of digital content creation and entertainment storytelling.
- Excellent understanding of script writing, direction and editing.
- Strong knowledge of short-form content and social media storytelling.
- Ability to evaluate content from both a creative and audience-performance perspective.
- Strong storytelling and ideation skills.
- Good understanding of comedy, drama, character-based content and digital entertainment formats.
- Ability to identify strong hooks and improve audience retention through creative execution.
- Strong communication and team-management skills.
- Ability to give clear, practical and actionable creative feedback.
- Strong understanding of Instagram, YouTube and Facebook content ecosystems.
- Comfortable working with performance data and using insights to improve creative output.
- Ability to work in a fast-paced environment with multiple content requirements.
- Strong sense of audience behaviour and contemporary digital content trends.
- Excellent Malayalam communication and a strong understanding of Malayalam popular culture and audience sensibilities.
Qualifications & Experience
- Bachelor's degree or equivalent qualification in Media, Film, Mass Communication, Advertising, Journalism or a related field is preferred.
- 4–8 years of relevant experience in digital media, entertainment, advertising, film, television, OTT or content production.
- Previous experience in a Creative Lead, Creative Director, Content Lead, Director, Senior Writer, Creative Producer or similar role will be preferred.
- Candidates with hands-on experience across multiple areas such as scripting, direction, editing and digital content creation will be strongly preferred.
- Experience managing or mentoring creative teams is an added advantage.
- Experience working on social-first content, short-form entertainment, sketches, micro-dramas or digital series will be an advantage.
What We're Looking For
We are looking for a creative leader who is both conceptual and execution-oriented.
The ideal candidate should be able to look at a basic content idea and understand how to make it stronger—from the script and characters to direction, editing, packaging and audience performance.
This role is suited for someone who doesn't just say “this content is not working,” but can explain why it is not working and guide the team on how to make it better.
If you are passionate about digital storytelling, understand what makes audiences stop, watch and engage, and enjoy working closely with creative teams to build better content, we'd love to hear from you.
Apply:hr@asiaville.in
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