Campaign Overview
Brand: Chitti / LMES Academy
Program: TEP — Teacher Empowerment Program
Campaign Type: Lead Generation
Ad Formats: Hero Ads — Talking Head and Scripted Dialogue
My Role: Script Writing (complete campaign — all ads),
Shot Assistance, Direction (select ads),
Editorial Inputs
About This Campaign
The TEP (Teacher Empowerment Program) campaign was created
to reach working and aspiring teachers who feel underpaid
and undervalued in traditional teaching roles. The objective
was lead generation for a ₹9 workshop designed to show
teachers how to transition into EdTech careers and
significantly increase their income.
Unlike the Data Science campaign, which targeted students
and career switchers broadly, TEP speaks directly to a
single, emotionally specific audience — teachers who have
already invested years into their profession and feel
stuck. Every script in this campaign was written entirely
by me, end to end, including the dialogue-based comparison
ad that required scene direction alongside the writing.
This campaign demonstrates the ability to write for a
niche, emotionally invested audience and to carry a
complete campaign — not just individual ads — from script
to screen.
AD 1 — TEP Workshop (English Script)
Campaign Type: Lead Generation
Ad Format: Hero Ad — Talking Head / Direct Address
Language: English
Ad Type: Pain Point Ad + Contrarian Ad + Transformation Ad
Hook Style: Sacrifice vs Reward Contrast
Strategic Insight
This script opens by listing the real years of sacrifice
a teacher makes — 3 years UG, 2 years PG, 2 years B.Ed —
before revealing the painful payoff: a salary of just
₹15,000. Naming the actual exams teachers face (NET, TET,
TRB, SLATE) builds instant credibility, since the audience
recognises these as real, exhausting milestones.
The contrarian twist comes immediately after — earning
2 to 3 times more for just ₹9. The contrast between years
of sacrifice and a ₹9 entry point is a deliberate shock
mechanism designed to make the offer feel almost too easy
to dismiss. Closing with “hundreds of teachers have already
transformed their careers” adds social proof right before
the CTA, reassuring the viewer they would not be the first
to take this risk.
Original Script
To become a teacher, we spend 3 years in UG, 2 years in
PG, and another 2 years in B.Ed.
Even after all these years of hard work and sacrifice we
end up with a salary of just 15,000 rupees.
And that’s not all. We still have exams like NET, TET,
TRB, SLATE, and so many more.
But what if I told you that you can earn 2 to 3 times
more, and that too with just ₹9.
Yes. This Sunday, Chitti is conducting an exclusive TEP
Workshop, where we will show you exactly how to upgrade
your skills, how to get placed in top EdTech companies,
and how to double or even triple your monthly income
as a teacher.
Already, hundreds of teachers have transformed their
careers and moved to the next level, now you can be the
next success story.
Click the link below and register immediately. Your
next-level as a teacher starts here.
Key Takeaways — TEP English Ad
- Listing real sacrifices before the pitch builds trust —
naming actual exams and years of study shows the
audience this script understands their exact journey,
not a generic teacher stereotype - Extreme price contrast creates urgency without
pressure tactics — jumping from years of investment
to a ₹9 entry point makes the decision feel low risk
rather than rushed - Social proof placed right before the CTA increases
conversion — “hundreds of teachers have already
transformed” reduces the fear of being the first
to try something new - English script choice signals a slightly more urban,
digitally aware teacher audience compared to the
Tamil scripts used elsewhere in the brand’s campaigns
AD 2 — Normal Teacher vs EdTech Teacher
Campaign Type: Lead Generation
Ad Format: Hero Ad — Scripted Dialogue / Split Screen Comparison
Language: Tamil
Ad Type: Comparison Ad + Transformation Ad + Social Proof Ad
Hook Style: Visual Side-by-Side Contrast
Strategic Insight
This is the most cinematic script in the campaign — written
as a full scene with visual direction, not just a voiceover.
The split screen opens with a deliberate contrast: a tired,
frustrated school teacher on one side and a calm, modern
EdTech teacher on the other, reinforced by a montage of
exhaustion versus peace and a salary notification overlay
on both screens.
The fairness of the comparison is what makes it work. Both
characters are teachers, both studied in the same kind of
institution, both did the same B.Ed. The only variable is
the path they chose after — which keeps the 4x salary
difference believable instead of feeling like an exaggerated
sales claim.
The dialogue format — “Eppadi??” followed by the EdTech
teacher explaining the ₹9 TEP workshop — turns the pitch
into a relatable conversation between peers rather than a
brand talking at the viewer. This lowers the audience’s
guard and makes the offer feel like advice from someone
who has already lived the transformation, not a marketing
script.
Original Script
Normal teacher vs EdTech teacher.
Normal teacher on left side with school background —
tired, frustrated. EdTech teacher with tech company
background — modern, happy, peacefully teaching online.
Voiceover with montage of normal teacher exhausted and
EdTech teacher peaceful working, with phone notification
of salary credited to both.
Voiceover: Rendu perumae teacher’s dhan, rendu perum oru
school oru college la than padichanga, aana ivanga verum
15 aaiyaram than sambathikaranga, ivanga 1 lakh
sambathikaranga.
Normal teacher looking at EdTech teacher: Eppadi (shock).
EdTech teacher (full screen).
Normal teacher: As a teacher ah, na B.Ed pannathuku aprm
yum, 15000 than salary vanguren.
EdTech teacher: Nanum teacher than aana unna vida 4 times
athigama vanguren.
Normal teacher: Eppadi??
EdTech teacher: Athu than power of EdTech company. Na
just 9 rupa kuduthu Chitti oda TEP workshop attend pannen,
anga avanga naa eppadi peria EdTech companies la place
aagurathunum, en teaching skill ah eppadi upgrade
panrathunu solikuthanga. Ipo na munnadi vangina salary
ah vida moonu madangu vanguren.
Neengalum coming Sunday, nadaka pora TEP workshop ah
attend panni, unga career teaching field la adutha kaatam
kondu ponganum’na, keezha irukura link ah press pani
register panikonga.
Key Takeaways — Normal vs EdTech Teacher Ad
- Fair comparisons are more persuasive than unfair ones —
comparing teacher to teacher, not teacher to a totally
different profession, made the salary gap believable
rather than exaggerated - Dialogue format lowers audience guard — a conversation
between two relatable characters feels like advice from
a peer, not a sales pitch from a brand - Visual direction inside a script is a writing skill —
specifying split screen, montage, and salary notification
overlays shows the writer thinking in shots, not just lines - Shock reactions (“Eppadi??”) work as a scripted audience
proxy — the normal teacher’s surprise mirrors what the
viewer is meant to feel, guiding their emotional response
without telling them directly what to think
Campaign Level Summary
This campaign demonstrates the ability to write a complete,
emotionally focused campaign for a single niche audience —
teachers — rather than just producing standalone ads. Both
scripts speak to the same core frustration (being underpaid
despite years of training) but approach it through two
different formats: a direct address pitch and a dramatized
peer comparison.
Ad 1 — Pain Point + Contrarian — Sacrifice vs ₹9 reward
Ad 2 — Comparison + Transformation — Visual side-by-side,
scripted dialogue
Unlike the Data Science campaign, where I contributed scripts
within a larger team-run campaign, every ad in this TEP
campaign was written entirely by me from concept to final
script, including the full scene direction for the
comparison ad.
Skills Demonstrated
- End-to-end campaign scriptwriting — concept to final script
- Tamil and English ad copywriting
- Scene and shot direction embedded within scripts
- Dialogue-based persuasive writing
- Emotional targeting for a single niche audience
- Social proof and urgency mechanics in CTA writing
- Visual storytelling for split-screen and comparison formats