ARUN BALAJI P B

Lead Creative Writer, Social Beat, Chennai.|Dec 2022 – Nov 2024.

• Led creative direction, concept development, and storytelling across multiple brand campaigns and projects.
• Managed and mentored a team of writers, ensuring consistency in brand voice, and high-quality output.
• Collaborated cross-functionally with design, marketing, and product teams to deliver engaging, cohesive content.
• Produced high-impact ad copy, scripts, web content, social media posts, and long-form content that boosted brand engagement.
• Oversaw editorial calendars, content strategy, and end-to-end execution of writing projects.

Key Campaigns and Projects:

• Brand Film – Gsquare Realtors: Conceptualized and developed the narrative framework for a real estate brand film. Created storyline arcs that balance emotional family storytelling with clear brand positioning. I wrote dialogues and character interactions (including a Dhoni cameo) to highlight project features and lifestyle benefits. Crafted brand messaging, punchlines, and CTAs aligned with Gsquare’s value proposition of premium plots and gated community amenities. Delivered memorable campaign taglines like “From plots to pleasures: Gsquare delivers the perfect blend of space and sophistication.” Collaborated on brand tonality to resonate with aspirational, middle-class homeowners.
• Lead Creative Writer – Indian Terrain AW23 Collection: Evolving Strides. Developed a creative narrative, poetic voiceover, and film script for Indian Terrain’s Autumn/Winter 2023 campaign. Translated brand briefs into a metaphorical storyline, paralleling men’s journeys of self-discovery with fashion evolution. Created a 60-second poetic voiceover highlighting the collection’s versatility across terrains, and reaffirming the brand ethos of comfort, change, and cultural relevance. Collaborated on visual storytelling cues, combining poetry, film, and fashion into a unified narrative.
• G Square Realtors Milestone Campaigns: Crafted stories for Spotify Wrapped-style annual videos, anniversary celebrations, and expansion milestones. Scripted campaigns highlighting the brand’s 11+ years of growth, 10,000+ customers, tier-2 city expansion, awards, and CSR initiatives. Developed creative assets across digital, print, and video platforms, ensuring cohesive storytelling and brand voice consistency. Contributed to impactful CSR storytelling for causes like Wheels of Hope, and Wings on Fire.
• Handled client communications and led meetings, providing clear direction and consistent updates on design progress.

• Increased audience engagement through innovative marketing campaigns and social media promotion strategies.
• Improved communication among team members by implementing regular status meetings during the pre-production phase of each project.
• Directed actors and crews to create vision for films and bring scripts to life.
• Utilized lighting, camera angles and movement to create visual styles of films.

Film Industry (Tamil and Hindi)|2012 – Present.

• I assisted in four Tamil feature films, including two by the renowned director Selvaraghavan.
• Directed music videos, ads, TV episodes, and YouTube content, effectively managing creative teams.
• Created and directed the short film IRANTHA KAALAM, selected by Stone Bench (Mr.). Karthik Subbaraj is among the best films of the year.
• I wrote the story and scripts for the bilingual mini-series, WHITE MATTER, on Hotstar.
• Authored animation episodes and explainer videos for brand clients.

• Engaged with customers to build business relationships.
• Developed knowledge of company products and services to make suggestions according to customer needs.
• Ensured product listing accuracy, and enhanced e-commerce customer experience.
• Facilitated seamless communication between internal teams as well as external partners to ensure alignment on objectives.
• Negotiated contracts with vendors and suppliers, securing favorable terms for the company''s benefit.
• Provided exceptional customer service, leading to high levels of satisfaction and repeat business opportunities.