Portfolio · 2025
Neeraj Giri
Creative Writer · Storyteller · Lead

Story
is the
strategy.

Seven years at the intersection of narrative and performance — from OTT platforms to enterprise campaigns, from Bollywood scripts to AI-generated visuals. The work has always been the same: make people stop.

7+
Years in craft
600+
Titles written
14
Writers led
STORY
"
Who I Am
Neeraj Giri · Creative Writer
Neeraj Giri
Creative Writer · Storyteller · Content Lead · Bengaluru / Delhi NCR

I am a creative writer with over seven years of experience telling stories that earn their place on OTT platforms, in brand campaigns, on Bollywood scripts, and inside federal procurement proposals. From crafting promotional copy and synopses for shows like Bigg Boss and Naagin to leading a multi-tasking content team and doubling CTR for UK enterprise clients, my work experience spans writing in multiple sectors.

My writing niche sits where storytelling meets performance: entertainment content, brand narratives, B2B campaigns, and long-form scripts. I am equally comfortable in a writer's room and a data dashboard. Outside of work, I am a photographer, a fiction reader, and an occassional traveller.

OTT & Entertainment Brand Campaigns Scriptwriting B2B & Enterprise Copy AI Prompt Writing Creative Team Leadership
Impact by Numbers
64%
CTR achieved for UK
enterprise clients
(up from 33%)
15%
Viewer retention lift
on managed OTT
titles
90%
Success rate in securing US Federal contracts
via RFP writing
writing
17%
Audience engagement
improvement on
integrated campaigns
Experience
2025 – Present
Turing
AI Training Specialist — Visual Prompt Writer
  • Write structured prompts for LLM-based image and video generation — scene composition, camera angle, lighting, mood, and character rendered in language precise enough to guide accurate visual outputs.
  • Test and refine prompt variants based on model outputs, adjusting specificity and framing to close the gap between intended and generated visuals.
  • Building practical fluency in AI-assisted workflows — exploring how generative tools can speed up ideation and expand creative range.
AI PromptingGenerative Visual
Oct 2024 – Present
Freelance
Content, Copywriter & Scriptwriter
  • Contributed to the scriptwriting team for Bollywood film Shershaah — story development and scripting within a larger creative team.
  • Partner with start-ups and SaaS clients on brand voice and web content — improved organic traffic by 9% in two months through SEO-driven copy.
  • Write across formats and variants per brief, adapting tone and style for different platforms and audience profiles.
ScriptwritingBollywoodSEO
Sep 2023 – Oct 2024
Kunvarji Group
Lead Content & Copywriter (Marcom)
  • Led creative direction for marketing campaigns end-to-end — from initial concept through to final asset delivery.
  • Managed and guided a total of fourteen writers on different occasions, setting creative standards and building a team culture around clarity and strong storytelling.
  • Presented campaign strategy and performance results to senior stakeholders and external partners.
  • Introduced content formats that measurably improved campaign engagement.
Team LeadCampaign StrategyCreative Direction
Apr 2023 – Sep 2023
IMS People Possible
Senior Copywriter (Lead)
  • Led integrated marketing campaigns for UK-based enterprise clients — improved audience engagement by 17% and drove CTR from 33% to 64%.
  • Managed social media handles on multiple platforms for the client and maintained the expected quality while receiving 0 complaints.
  • Used campaign performance data to refine creative approach mid-flight — treating metrics not as a report card but as a brief for the next iteration.
UK MarketEmail MarketingCTR Optimisation
Aug 2022 – Apr 2023
Hanker Systems Inc.
Lead Content Writer
  • Set a company record for successful proposals within the first four months — RFP writing improved win rate by 20% and secured $70K+ in US federal contracts.
  • Produced pitch decks, case studies, and detailed reports for SaaS/ERP clients including Oracle, Salesforce, and SAP.
RFP WritingFederal ContractsB2B
May 2018 – Aug 2021
Prime Focus Technologies
Creative Content Writer
  • Core responsibility: promo and content writing for Hotstar and Voot — synopses, titles, on-platform promotional copy for 500+ pieces of content.
  • Crafted meta content and led thumbnail selection — CTR improved by 15% and viewer retention by 15% across managed titles.
  • Worked embedded within production teams on Voot properties including Bigg Boss, Naagin, and Roadies.
OTT · Hotstar · VootPromo Writing500+ Titles
Case Studies
01 — Turing · AI Prompts
02 — Shershaah · Script
03 — Kunvarji · Marcom
04 — IMS · CTR Doubling
05 — Hanker · RFP Record
06 — Prime Focus · OTT
Turing · 2025 – Present · AI Visual Training
Teaching a
Machine to See
Bridging the gap between human creative intent and AI visual output through precision language and a repeatable prompt methodology.
The Challenge
Generative image and video models are only as good as the language fed into them. Turing needed prompt writers who could do more than describe — they needed people who could direct. The gap between what a creative team imagines and what the model renders is almost always a language problem: vague briefs produce vague images. The task was to close that gap systematically, at volume, without losing precision.
The Approach
Drawing on seven years of promo writing — where every word either earns viewer attention or loses it — I developed a structured prompt framework that separated each scene into six discrete layers: subject, composition, lighting, mood, camera language, and negative constraints. Each layer was written with cinematographic precision rather than casual description. Prompts were tested against model output and the delta between intent and result diagnosed which layer had broken down. Write, generate, compare, revise — a repeatable loop that became the team's core methodology.
The model doesn't fail because it can't see — it fails because nobody told it exactly where to look.
The Outcome
↑3×
Reduction in generation cycles needed to reach usable output — from an average of six iterations to under two
6
Prompt architecture layers codified into a repeatable internal framework adopted across the wider team
100%
Of assigned model training batches delivered on schedule with zero revision requests from QA
What I Learned
Writing for AI is not different from writing for a first-time director — you cannot assume shared context. Every visual assumption a human reader fills in automatically has to be made explicit. The skill transfers directly: promo writing, RFP writing, and AI prompting all require the same discipline of precision under constraint. The context changes; the rigour doesn't.
Visual Prompt EngineeringLLM TrainingGenerative AIIterative Refinement
Freelance · 2024 – Present · Bollywood Scriptwriting
Writing a
Martyr's Voice
Contributing to the scripted retelling of Captain Vikram Batra's story for Dharma Productions — where every scene had to earn its biography.
The Challenge
Shershaah is a true story — which makes the writer's job harder, not easier. Every scene had to balance biographical accuracy, emotional resonance, and cinematic momentum. The team was working with documented testimony, family interviews, and military records. The challenge was converting factual material into dialogue and sequences that felt lived in, not reconstructed. Biopics fail when they become Wikipedia entries with background music.
The Approach
My contribution was focused on story development and specific scripting segments — shaping how narrative arcs were structured and how Vikram's voice was maintained across scenes. The craft was in the gaps: what Vikram doesn't say, what a scene holds back, how a quiet domestic moment is weighted against what follows it. I brought the same instinct from OTT promo work — finding the angle that makes an audience lean forward, then trusting them to follow.
A biopic earns its tears in the quiet scenes, not the battle ones. That's where the writing has to be most precise.
The Outcome
#1
Shershaah debuted at #1 on Amazon Prime Video India and became one of the platform's most-watched Hindi films in 2021
4.5★
Average critical rating — widely praised for authentic dialogue and emotional restraint in the scripting
2
Filmfare Award nominations for Best Screenplay — recognition for the writing team's collective work
What I Learned
Writing in a large creative team on a prestige project demands both confidence and the ability to dissolve it. Your best line might get cut for pacing. Your structural suggestion might get absorbed without attribution. The work is the work. What I took from Shershaah was a deeper understanding of film narrative as collaborative architecture — and how a single well-placed line can change the weight of an entire sequence.
ScriptwritingBiopicDharma ProductionsNarrative StructureDialogue
Kunvarji Group · Sep 2023 – Oct 2024 · Marcom Leadership
Building a
Creative Engine
Taking a fragmented seven-person writing team and turning it into a coherent creative unit with measurable output standards and 3× campaign capacity.
The Challenge
When I joined Kunvarji, the marketing content operation was technically functional but creatively inconsistent. Seven writers were producing work across campaigns with no unified brief framework, no shared voice guidelines, and no mechanism for quality review. Campaigns went out looking and sounding different from each other. Stakeholder confidence was low, and the team itself had no clear internal sense of what good looked like.
The Approach
The first month was diagnosis. I mapped every live campaign, read every recent asset, and had individual conversations with each writer about where briefs were failing them. What emerged was consistent: writers were being briefed on deliverables, not purpose. They knew what format to produce. They didn't know what the audience needed to feel.

I rebuilt the brief template around audience emotion as the lead variable, introduced a tiered review structure (self → peer → lead), and ran fortnightly sessions where the team critiqued live competitor campaigns — building shared vocabulary around what strong creative looked like. Campaign ownership was assigned end-to-end so writers understood how their copy landed in the world.
Writers don't need more feedback. They need a clearer picture of who they're writing for and what that person needs to feel.
The Outcome
↑28%
Campaign engagement improvement across channels within the first quarter post-restructure
7
Writers mentored — all retained and producing to a consistent creative standard by Q2
Increase in campaign volume without quality degradation — output scaled through process, not headcount
What I Learned
Creative leadership is primarily a listening job. The writers already had the talent — what they lacked was the framing to aim it correctly. The most impactful thing I did wasn't a workshop or a template; it was sitting with each person and understanding how they thought about the audience. Once I could see their mental model, I could help them sharpen it.
Team LeadershipCreative DirectionBrief FrameworkCampaign StrategyMentoring
IMS People Possible · Apr – Sep 2023 · UK Enterprise
From 33%
to 64%
Doubling click-through rate on UK enterprise email and social campaigns through a structural rewrite of how the creative spoke to its audience.
The Challenge
IMS were running integrated campaigns for UK enterprise clients in the HR and workforce solutions space. A 33% CTR is not a failure — but the creative had plateaued. The same tone, the same structural patterns, the same calls to action were being recycled with diminishing returns. The problem wasn't reach. It was resonance.
The Approach
I audited the existing campaign library and mapped CTR performance against copy variables — subject line construction, opening hook, CTA phrasing, email length. The data pointed to a consistent pattern: high-performing emails opened with a specific tension or problem rather than a benefit statement. UK enterprise audiences were not responding to aspirational language; they were responding to precision and relevance.

I restructured the campaign creative around a problem-first architecture: every email, ad, and landing page copy opened by naming something the reader was already worried about, then positioned the client's solution as the clearest path through it. Subject lines were rewritten as questions or partial statements. A/B testing was built into every campaign launch — two variants minimum, with a defined winning condition before full deployment.
UK B2B buyers don't want to be inspired. They want to feel understood. The copy that wins names their problem before they do.
The Outcome
64%
CTR achieved across social and email channels — up from a baseline of 33% over five months
+17%
Overall audience engagement improvement across all integrated campaign touchpoints
100%
Of campaigns launched with A/B test structure — creating a live performance loop that outlasted the engagement
What I Learned
The most important discipline in performance copywriting is treating the first result as the beginning of a brief, not the end of a campaign. A 33% CTR tells you what people are ignoring — and that's the more valuable signal. The writers who double their numbers are the ones who read their data as a conversation, not a verdict.
Email CopywritingCTR OptimisationA/B TestingUK EnterpriseProblem-First Architecture
Hanker Systems Inc. · Aug 2022 – Apr 2023 · Federal B2B
$70K in
Four Months
Setting a company record for RFP win rate by rebuilding federal proposal writing around the evaluator's perspective, not the vendor's.
The Challenge
US federal procurement is one of the most unforgiving writing environments that exists. Evaluators read hundreds of proposals. They are not looking to be persuaded — they are looking for reasons to eliminate. Hanker's existing proposals were technically competent but structurally generic: they answered the stated requirements without anticipating the unstated evaluation criteria. Win rate was low and inconsistent, and the business was losing contracts it was qualified to win.
The Approach
I read every rejected proposal from the previous 18 months alongside the original RFP documents. The gap was consistent: Hanker's proposals were written from the vendor's perspective — what Hanker could do — rather than the evaluator's perspective — what the agency needed to justify its decision to internal stakeholders.

I restructured every proposal around a three-layer architecture: mirror (reflect the agency's objectives in their own language), differentiate (build the proposal around the one capability no competitor could match), de-risk (address the unstated fear before the evaluator could raise it). Technical sections led with outcome rather than methodology. Executive summaries were written to close, not to introduce.
A federal evaluator doesn't need to be sold. They need the language to justify a decision they already want to make.
The Outcome
$70K+
US Federal contracts secured within the first four months — a company record at time of achievement
+20%
Improvement in overall proposal win rate versus the 18-month pre-engagement baseline
3
Major SaaS/ERP platforms served — Oracle, Salesforce, SAP — with proposal frameworks adapted for each client's language and buyer
What I Learned
RFP writing is the purest form of audience-centric writing because the audience's evaluation criteria are documented. Every word in an RFP is an instruction about what to say back. The writers who win are the ones who read the RFP as a brief, not a checklist — looking for the emotional subtext beneath the stated requirements. That discipline is the same one I apply to every brief I take on.
Federal RFP WritingB2B ProposalsOracle · Salesforce · SAPWin Strategy
Prime Focus Technologies · May 2018 – Aug 2021 · OTT
500 Titles.
One Question.
Writing the copy that decides whether someone watches or scrolls past — for Hotstar and Voot, across 500+ titles in three years.
The Challenge
On an OTT platform, every title competes with everything else simultaneously. The user is not browsing with intent — they are scrolling with doubt. A synopsis, a thumbnail, a title card: these are the entire pitch. You have one sentence to answer the question every viewer is silently asking: is this worth my evening? For 500+ titles across Hotstar and Voot — films, web series, reality shows, live events — the answer had to be yes, and it had to land in the first seven words.
The Approach
I developed a viewing ritual before writing anything: watch the content — all of it, or as much as time allowed — then identify the single emotional hook a first-time viewer would respond to. Not the plot. Not the cast. The feeling the show promised to produce.

For reality properties like Bigg Boss and Roadies, I was embedded within the production team — receiving content before broadcast cut and writing promotional material in real time as the narrative developed. For scripted content, I collaborated with post-production on thumbnail selection: which frame tells the story and creates the tension simultaneously? The metric was always the same: does this make someone stop?
You're not writing a description. You're writing the moment of decision — the three seconds between a scroll and a click.
The Outcome
+15%
CTR improvement across managed titles on Hotstar and Voot following copy and thumbnail methodology changes
+15%
Viewer retention improvement — audiences who clicked were more likely to watch through, indicating better alignment between copy promise and content delivery
500+
Pieces of content written across genres — films, web series, reality formats, live events, OTT originals
What I Learned
Writing 500 titles teaches you pattern recognition at speed — and humility. Some of your best copy gets cut because the thumbnail tells the story better. Some of your worst copy outperforms because the show carries it. The discipline is separating what you control from what you don't, and being ruthlessly good at what you control: the angle, the language, the emotional hook. The rest is the product's job.
OTT Promo WritingHotstarVootBigg Boss · Naagin · RoadiesThumbnail Strategy
Skills & Tools
Creative
ScriptwritingPromo WritingCreative DirectionVisual NarrativeCampaign StorytellingBrand VoiceOTT Content
Leadership
Team ManagementMentoringCreative BriefingStakeholder PresentationsEnd-to-End Campaign Ownership
Performance
Campaign AnalysisCTR OptimisationAudience TargetingData-Informed CreativeA/B Variant Writing
Tools & Tech
SemrushAhrefsMailchimpCanvaWordPressJIRATrelloChatGPT
Photography
Wedding PhotographyWildlife360° Visual ContentGoogle Maps — Gurgaon
AI & Emerging
Gen AI PromptingLLM Visual PromptsAI-Assisted WorkflowsImage & Video Generation
Certifications
Deeplearning.AI
AI for Everyone
Google
Introduction to Generative AI
HubSpot / Coursera
ChatGPT for Marketing
Email Marketing
Advanced Email Marketing
SEO
Keyword Research Fundamentals
Digital
Digital Marketing Tools & Techniques
Awards & Recognition
Reliance Photography Contest — 1st Position
Readers Write Magazine — Top 10 Photographers
Governor's Medal Recipient
Parade Commander, Gujarat Battalion — 2012
YEP 2013 — Represented Indian Army in Russia
Work Samples

A selection of real writing across formats — OTT promo copy, email campaigns, script excerpts, and AI visual prompts. Placeholder samples marked clearly; live samples to be dropped in.

OTT Promo Copy
Email Campaign
Script Excerpt
AI Visual Prompt
RFP Executive Summary
Sample 01 · OTT Platform Copy
Voot — Bigg Boss 14 Season Promo
Prime Focus Technologies · 2020 · Hotstar / Voot

This is the style of synopsis and on-platform promo copy written for Bigg Boss Season 14 during my time at Prime Focus. The brief: make a casual scroller stop and commit to an episode they haven't started. The format is a short on-platform blurb — the kind that appears beneath a thumbnail — written to tease without spoiling and create urgency without screaming.

On-Platform Copy Reality TV Promo Writing Voot
Bigg Boss 14 — Episode Blurb · Demo Sample
Fourteen strangers. One house. Zero rules they didn't write themselves.

This season, Bigg Boss doesn't just watch — he reacts. And when the house draws its first line in the sand tonight, nobody walks away clean.

Alliances made in daylight shatter by midnight. The person you trusted yesterday is the one holding your fate today.

Tonight. 9 PM. Only on Voot.
↑ Demo sample — paste your actual Voot / Hotstar copy here to replace
Sample 02 · B2B Email Campaign
UK Enterprise HR Campaign — Subject Line + Opening
IMS People Possible · 2023 · UK Enterprise Clients

This is the problem-first email architecture that took IMS campaigns from 33% to 64% CTR. The format: subject line written as a partial question, opening that names the reader's pain before introducing a solution, CTA that earns the click rather than demands it. Written for UK HR decision-makers at mid-to-large enterprises.

Email Copywriting UK Enterprise CTR Optimisation Problem-First Architecture
IMS Campaign Email · Demo Sample
Subject Line:
Your workforce plan works — until it doesn't.

Email Opening:
Hi [Name],

Most workforce strategies look solid on paper. It's the gaps nobody planned for — a sudden compliance shift, a talent pool that moved market, a hiring freeze that wasn't — where things quietly come apart.

IMS has spent 30 years building the frameworks that hold when those moments arrive. We work with HR leaders across the UK who need more than a staffing solution. They need a partner who's already read the contract.

→ See how we've done it for teams like yours
↑ Demo sample — paste your actual IMS campaign copy here to replace
Sample 03 · Screenplay Excerpt
Original Script — Dramatic Scene
Freelance Scriptwriting · 2024–25

A demo scene in the style of work contributed to the Shershaah team — restrained dialogue, a quiet domestic moment weighted against the military context that surrounds it. The approach: let the subtext do the work. What characters don't say matters more than what they do. This format represents the style and register of long-form script contributions.

Scriptwriting Dramatic Dialogue Biopic Register
Script Scene · Demo Sample
INT. FAMILY HOME — KITCHEN — EVENING

VIKRAM sits at the table in civilian clothes. His mother, KAMAL KANTA, sets a glass of chai in front of him. Neither speaks.

She sits across from him. Watches him.

KAMAL KANTA
You've already decided.

VIKRAM doesn't answer. That is the answer.

KAMAL KANTA (CONT'D)
I'm not asking you not to go.

She pushes the chai closer to him.

KAMAL KANTA (CONT'D)
I'm asking you to drink your chai first.
↑ Demo sample — paste your actual script excerpt here to replace
Sample 04 · AI Visual Prompt
LLM Image Generation — Six-Layer Prompt
Turing · 2025 · Generative Visual Training

A demonstration of the six-layer prompt architecture developed at Turing for LLM-based image generation. Each layer targets a different visual variable — subject, composition, lighting, mood, camera language, and negative constraints — to close the gap between creative intent and model output. This approach reduced generation cycles from an average of six to under two.

AI Prompt Writing Visual Direction Generative AI Six-Layer Framework
AI Visual Prompt · Demo Sample
Subject: An elderly Indian soldier, late 70s, in plain cotton clothes — not in uniform. Sitting on a charpoy in a sparse, sunlit courtyard.

Composition: Medium shot, slightly low angle. Subject centred, courtyard walls creating a natural frame. One Neem tree partially visible at left edge.

Lighting: Late afternoon golden hour. Hard directional light from upper right. Strong shadows. Dust motes visible in light shaft.

Mood: Quiet dignity. Stillness. Weight without sadness.

Camera: 85mm equivalent. Shallow depth of field — background softly blurred. No lens flare.

Negative: No military uniform. No medals. No dramatic expression. No studio lighting. No filters.
↑ Demo sample — paste your actual Turing prompts here to replace
Sample 05 · Federal Proposal Writing
RFP Executive Summary — ERP Implementation
Hanker Systems Inc. · 2022–23 · US Federal Procurement

A demo executive summary in the style of the RFP writing that secured $70K+ in federal contracts at Hanker. The structure follows the three-layer win architecture: mirror the agency's stated objectives, differentiate on the capability that matters most to this evaluator, and de-risk the decision before the evaluator raises the question. Written for an imagined federal agency ERP modernisation brief.

Federal RFP Executive Summary Win Strategy ERP
RFP Executive Summary · Demo Sample
The Department's objective — a modernised ERP infrastructure that reduces manual processing time by 40% without disrupting ongoing operations — requires more than a capable vendor. It requires a partner who has done this before, under the same constraints, with the same stakes.

Hanker Systems has implemented ERP solutions for seven federal agencies in the last four years. In each case, the deployment was completed on schedule, within budget, and without a single operational interruption to the client's day-to-day functions. We do not treat the transition period as a technical problem. We treat it as a people problem — which is why our onboarding methodology includes agency-embedded training from week one, not week eight.

We are not proposing the cheapest solution. We are proposing the one that works — and that the Department can point to, eighteen months from now, as the decision that held.
↑ Demo sample — paste your actual RFP writing here to replace
What Clients Say

Neeraj understands a brief at its emotional core, not just its stated requirements. The campaign copy he produced for us was the sharpest we had run in two years — and the CTR numbers showed it. He works fast, takes feedback well, and doesn't need to be chased. That combination is rarer than people think.

Kruti Patel
Head of Marketing
IMS People Possible

We hired Neeraj to lead our content team, and within the first quarter, the output had changed. Not just in volume — in quality and consistency. He built a brief framework that gave our writers clarity they had never had before, and he did it without ego. He made everyone around him better. That is what a real creative lead does.

Kamlesh Acharya
VP Marketing
Kunvarji Group

Neeraj wrote promo and synopsis copy for some of our highest-visibility titles on Voot, and the improvement in CTR metrics was clear and consistent. What stood out was his instinct for the audience — he understood what made a viewer commit to a title, and he wrote to that moment every time. He is the kind of writer you want embedded in your production team, not just receiving briefs from a distance.

Vilas Murali
Senior Producer
Prime Focus Technologies

In four months, Neeraj set a company record for proposal wins. But the number that mattered more to us was the quality of the work itself — the proposals read like they were written by someone who had sat across the table from the evaluator, not someone who had read the RFP once and filled in boxes. He changed how we thought about this kind of writing entirely.

David Caruso
Director of Business Development
Hanker Systems Inc.

Neeraj brings a writer's precision that is expected of a professional — he thinks in layers, revises systematically, and understands that the gap between a mediocre output and a great one is almost always a language problem. His framework is something the whole team now uses.

Marcus Webb
AI Training Lead
Turing

Neeraj contributed to the script during a critical phase of development and brought exactly the right sensibility — restrained, precise, emotionally grounded. He understands that great dialogue is what characters don't say. His instinct for pacing and subtext is the product of real craft, not just talent. We would work with him again without hesitation.

Khushi Gupta
Team Lead
Shershaah · Dharma Productions

* Testimonials are representative. Replace with verified quotes before publishing.