Creative Lead

Job Title - Creative Lead - Brand & Communications

Location: Mumbai

Experience - 10-15 Years

Role Overview

We are looking for an experienced Creative Lead - Brand Communications to lead the strategic and creative direction of IndusInd Bank's brand communications.

This role will be responsible for driving brand storytelling, developing communication frameworks, guiding agency partners, and ensuring creative excellence across all brand initiatives. The individual will act as the custodian of the brand's voice, visual expression, and communication standards, ensuring consistency, relevance, and impact across every customer touchpoint.

The ideal candidate will bring 10-15 years of experience in brand strategy, advertising, creative planning, or communications, with a strong ability to evaluate creative work across formats, provide strategic guidance to agencies, and translate consumer and market insights into compelling brand narratives.

Key Responsibilities

Brand Strategy & Communication Planning

• Build and evolve the brand narrative, communication pillars, and messaging architecture.
• Ensure all communication reflects the brand's positioning, personality, values, and tone of voice.
• Translate consumer insights, cultural trends, and market opportunities into impactful communication platforms and campaigns.

Creative Direction & Stewardship

• Evaluate and guide creative output across integrated campaigns across digital media and offline media
• Provide strategic direction and quality oversight for the Bank's social media presence, ensuring that always-on content, brand storytelling, and campaign-led communication remain aligned with the brand's voice, audience expectations, and cultural relevance.
• Provide strategic direction and constructive feedback to agency partners to elevate creative quality and effectiveness.

Agency Leadership

• Lead relationships with creative, branding, content, and digital agencies.
• Develop clear creative and communication briefs.
• Guide agencies on audience understanding, brand objectives, communication priorities, and tonality principles.

Consumer Understanding & Brand Relevance

• Develop a deep understanding of the Bank's priority customer segments and evolving consumer needs.
• Leverage market research, audience insights, and cultural trends to inform communication strategies.
• Ensure communications resonate with target audiences while reinforcing the Bank's brand positioning.

Desired Candidate Profile

Experience

• 10-15 years of experience in brand communications, advertising, creative strategy, or brand management.
• Experience working with leading advertising agencies or managing agencies from a client-side brand role.
• Experience in BFSI, financial services, fintech, or other regulated categories would be preferred.
• Proven experience leading large-scale brand campaigns and communication initiatives.

Skills & Competencies

• Strong creative judgment and ability to evaluate creative work across channels and formats.
• Deep understanding of brand building and advertising principles.
• Strong grasp of audience segmentation and consumer behaviour.
• Understanding of financial products and the nuances of financial services communication.
• Ability to define and enforce tone of voice and communication standards.
• Excellent storytelling, presentation, and stakeholder management skills.