Creative Director

Kulfi · Bangalore or remote · Full time

About Kulfi

Kulfi is where couples in India spend time together, even when they can't be in the same place.

About 100 million unmarried Indian couples don't get to be together most nights. Different cities, different homes, parents around. A phone is all they have. So they join a class just to be near each other, or stay on a one-way call, or watch a movie over video. They do all this for love, and nothing was built for them.

We are building that. Kulfi is a digital experiences app for couples, and close to a million people already use it. We did not get here by spending. Daily users grew 4x in 30 days this summer. We added 100,000 users in the first 20 days of August without paying for a single ad. 80% of all play happens between 9pm and midnight. That is bedtime, and we own it. We are backed by South Park Commons and by founders and CEOs from Swiggy, Mosaic Wellness, Snitch and Moonshot.

Next is an AI personalization engine for games. Every couple gets a new game every day, made for them on the spot from what they like. Our team already ships a new game in about two days. No couple should run out of things to do together.

India has more couples than any other country. We want every one of them on Kulfi.

We are a small, high-intensity team. Your work will reach real users quickly, and you will be expected to notice what is broken - not wait for someone else to notice it for you.

How we do things at Kulfi

Each pod has a Creative Director, three actors with two pages each, and an editor who edits for all six pages.

Each page is its own small brand with a character and a format, and posts 2 to 3 videos most days. Most videos won't blow up, and that's fine. We post a lot so the good ones get a chance. We track views and videos that cross 1M, not followers.

The role

You're the Creative Director, leading a pod of three actors and an editor across six pages. You decide what each page in your pod is about, write the scripts, and keep the pod making videos people stop scrolling for. Your pod's views are your number.

What you'll do

• Start new pages from scratch: the idea, the character, the format.
• Write scripts every day and help your actors write theirs.
• Be the face of a few pages yourself.
• Work with the editor on how each video opens, cuts and ends.
• Check every week what's working. Do more of it, drop the rest.
• Find, train and guide your actors. Some of them will run their own pods one day.
• Fit Kulfi into the videos naturally. No forced "download now" lines.

You might be right for this if

• You've grown pages before and can show us the numbers.
• You've had more than one video go viral and can explain why each one worked.
• You write short, funny, relatable stuff people send to their partner.
• You're comfortable on camera. This one is a must.
• You like leading a small team and still doing the work yourself.

No marketing background needed. Most of our team doesn't have one.

Bonus: Devaiah Bopanna (co-founder of Moonshot, ex-head writer at AIB), one of our earliest backers, helps us think through content. You'll get to bounce ideas off him now and then.

Compensation

₹10.2 lakh+ per year. This will include incentives you earn when your whole pod hits its milestones. The "+" is up to you: the more your pod grows, the more you take home, there will always be a variable component tied straight back to the number of views your Pod is getting.

Calling anyone at Kulfi directly or contacting them on WhatsApp will result in immediate rejection of your application.