Campaign Overview
Brand: Chitti by LMES Academy
Program: Aeromodelling Workshop for School Students
Campaign Type: Event Registration + Brand Awareness
Ad Formats: Hero Ad — Direct Address to Parents
Language: English
My Role: Script Writing, Shot Assistance,
Editorial Inputs
About This Campaign
This campaign was created to drive registrations for
Chitti’s Aeromodelling Workshop, a hands-on, practical
session designed for school students from Grade 2 to 8.
The target audience for these ads is not the students
themselves but their parents — specifically parents who
want to give their child a meaningful, enriching
experience beyond traditional classroom learning.
The campaign leans heavily on authority and credibility —
using the founder’s real industry background (Airbus,
Boeing, Crane Aerospace, NASA) as the primary trust
signal, combined with scale-based social proof
(5 lakh students trained over 10 years, 20,000 students
currently building projects).
Both scripts were written in English, targeting an
aspirational, urban parent audience who are actively
looking for STEM enrichment opportunities for their
children. The tone is warm, exciting, and parent-focused
— making the parent feel like this is a decision they
are making for their child’s future, not just a
weekend activity.
AD 1 — Your Child Can Build an Aircraft in 3 Hours
Campaign Type: Event Registration
Ad Format: Hero Ad — Direct Address to Parents
Language: English
Ad Type: Contrarian Ad + Authority Ad + Aspiration Ad
Hook Style: Bold Claim Hook — Sounds Impossible, Is Not
Strategic Insight
This script opens with a deliberately bold claim —
“Your child can become an expert in aeromodelling in
just 3 hours.” The immediate follow-up, “Sounds
impossible, right? Definitely not,” is a classic
contrarian hook structure. It plants the objection
in the viewer’s mind before they can think it
themselves, then immediately dismantles it. This
keeps the parent watching because their scepticism
has been acknowledged rather than ignored.
The authority is built with precision — not just
“an aviation expert” but someone who has worked
specifically with Airbus, Boeing, and Crane Aerospace.
Named companies carry far more weight than vague
credentials because parents can verify them. Combined
with “5 lakh students trained in the last 10 years,”
the script builds both expert authority and mass
social proof in a single sentence.
The emotional close is deliberately parental —
“This might be the moment they discover their passion
for science” and “as a parent, giving your child this
experience might be the best learning decision you
make.” The word “might” is intentional — it does not
overpromise. It plants a possibility, which is more
honest and more persuasive than a guarantee.
The CTA — “click the button below and get your
boarding passes now” — is a small but smart creative
touch. Using “boarding passes” instead of “register
now” stays in the aviation theme and makes the
experience feel exciting from the moment of
registration.
Original Script
Your child can become an expert in aeromodelling
in just 3 hours.
3 hours. Within just 3 hours, your child can become
an expert in aeromodelling and build 3 aircraft models.
Sounds impossible, right? Definitely not.
Coming Sunday, Chitti’s founder, Mr. Prem Anand,
who has worked with top aviation giants like Airbus,
Boeing, and Crane Aerospace, is now conducting this
incredible aeromodelling workshop.
Already more than 5 lakh students in the last 10 years
have been trained from Chitti and your child could
be next.
This Sunday, he is conducting an exclusive aeromodelling
workshop for Grade 2 to 8. Here, your child will
practically learn how aircraft work through fun and
engaging hands-on activities.
This might be the moment they discover their passion
for science.
As a parent, giving your child this experience might
be the best learning decision you make.
So hurry up, click the button below and get your
boarding passes now!
Key Takeaways — Your Child Can Build an Aircraft Ad
- Stating the objection before the viewer thinks it
is one of the most disarming techniques in
copywriting — “sounds impossible, right?” removes
scepticism by acknowledging it first, which keeps
the parent watching instead of scrolling away - Named credentials outperform vague expertise —
Airbus, Boeing, and Crane Aerospace are verifiable,
recognisable names that parents trust immediately,
far more effective than “aviation industry expert” - “Might” is sometimes stronger than “will” —
saying “this might be the moment they discover
their passion” is more honest and more emotionally
powerful than a guaranteed promise, because it
feels real rather than scripted - Thematic CTAs outperform generic ones — “get your
boarding passes now” stays in the aviation world
and makes the registration feel like the beginning
of an experience, not just a form to fill - Parental aspiration is the real purchase driver —
this ad never tells the child why they should
attend. It tells the parent why they should
send their child, which is who actually makes
the registration decision
AD 2 — This Airplane Was Built by a 12-Year-Old
Campaign Type: Brand Awareness + Event Registration
Ad Format: Hero Ad — Visual Hook Opening
Language: English
Ad Type: Shock Ad + Social Proof Ad + Aspiration Ad
Hook Style: Shock Visual Hook — Unexpected Achiever
Strategic Insight
“This airplane was built by a 12-year-old engineer.”
That opening line does something very specific — it
reframes a child as an engineer before the viewer has
time to process the claim. Calling a 12-year-old an
engineer is a deliberate identity shift. It is not
just about what the child built. It is about who the
child can become. That identity-first framing is what
makes this hook land harder than simply saying
“kids can build airplanes too.”
The scale proof that follows is staggering — 20,000
students building airplanes, solar cars, dimming
circuits, and crawling robots. Listing multiple
specific projects rather than a vague claim of
“amazing things” signals to the parent that this is
a structured, serious program, not a one-afternoon
craft activity.
The NASA mention elevates the founder’s credibility
beyond the first ad, where Airbus and Boeing were
the anchor. Using NASA speaks to a slightly more
globally ambitious parent — one who is not just
thinking about their child having fun on a Sunday
but about the kind of future that starts with
curiosity at age 12.
“Turning complex aeromodelling concepts into super
simple and fun experiments that will spark curiosity
in kids” is the clearest value proposition in either
script — it directly addresses the parent’s fear
that the content will be too complicated for their
child’s age.
Original Script
This airplane was built by a 12-year-old engineer.
Yes, young engineers are already building the future.
Here at Chitti Future School, over 20,000 students
are building airplanes, solar power cars, dimming
circuits, crawling robots, and much more.
And guess what? Your child can also start this
journey this Sunday.
Join our exclusive aeromodelling sample workshop
with our founder, Mr. Prem, who has worked with
NASA and other renowned agencies.
In this workshop, we will be turning complex
aeromodelling concepts into super simple and fun
experiments that will spark curiosity in kids.
Seriously, don’t miss this workshop. Click the
link below and register for the workshop.
Key Takeaways — This Airplane Was Built by a 12-Year-Old Ad
- Identity-first hooks are more powerful than
achievement-first hooks — calling a 12-year-old
an “engineer” before explaining what they built
shifts the parent’s imagination from “my child
did a craft” to “my child could be an engineer” - Listing specific projects beats vague success
claims — airplanes, solar cars, dimming circuits,
and crawling robots feel like a real curriculum,
not a marketing promise, which is what earns
a parent’s trust - Escalating authority across a campaign builds
cumulative credibility — AD 1 used Airbus and
Boeing, AD 2 uses NASA. Each ad independently
establishes trust while the campaign as a whole
builds an increasingly impressive picture of
the founder’s background - Addressing the complexity fear directly converts
hesitant parents — “turning complex concepts into
super simple and fun experiments” specifically
removes the worry that the workshop will be
over a young child’s head - “Seriously, don’t miss this” is a rare example
of informal urgency that works — it sounds like
a friend giving genuine advice rather than a
brand pushing for a sale, which makes the
final CTA feel warmer and more trustworthy
Campaign Level Summary
This campaign shows the ability to write for a
non-student audience — parents — within an education
brand context. Unlike the Data Science and NEET JEE
campaigns which spoke directly to learners, every
creative decision here was made with the parent’s
mindset as the primary lens.
Both ads use the child as the emotional anchor while
addressing the parent as the decision maker — a
dual-layer persuasion approach that requires
understanding both audiences simultaneously.
AD 1 — Contrarian + Authority — Bold claim,
credibility, parental aspiration
AD 2 — Shock + Social Proof — Identity reframe,
scale proof, complexity reassurance
Together these two ads demonstrate the ability to
write for aspirational parent audiences, use
authority and social proof strategically, and
maintain a warm, exciting tone that makes an
educational workshop feel like a life-changing
opportunity rather than just another weekend class.
Skills Demonstrated
- English language ad copywriting for parent audiences
- Contrarian hook writing — stating and dismantling
objections within the opening lines - Identity-based hook writing — reframing who the
child can become, not just what they will learn - Authority and credibility building using
real industry names and verifiable track records - Dual-layer persuasion — writing for the emotional
anchor (child) while targeting the decision
maker (parent) - Thematic CTA writing — “boarding passes” keeping
the aviation world alive through to registration - Escalating authority strategy across a
two-ad campaign