UAP Workshop: Mastering Emotional Copywriting with Kshitij. An immersive session on crafting emotion-driven marketing that sells and connects.

On October 25th, the members of the Unhu Accelerator Program (UAP) gathered virtually for a high-energy, insight-packed workshop on copywriting for ads and marketing materials, led by the ever-inspiring Kshitij. What followed was not just a lesson in writing, it was a masterclass in human psychology, storytelling, and the art of emotional connection.

The Power of Emotion in Copywriting

Kshitij began by breaking down the essence of great copywriting: it’s not about sounding fancy. It’s about making people feel something. Unlike content writing, which informs and educates, copywriting is about evoking emotion in under ten words. He compared it to filmmaking, scientific yet creative, where every word, like every frame, serves a purpose.

Participants learned that behind every successful ad lies research, empathy, and an understanding of how the human brain works. “People don’t read ads,” Kshitij reminded the group, “they scan. Your copy must stop their scroll, and their hearts, for just long enough to make them care.”

Research Like a Pro: The Secret Ingredient

A key part of the session focused on ad research, with Kshitij guiding participants like Amita through using Facebook and Google Ad Libraries. He stressed the importance of pattern recognition, spotting what works across industries and why. By studying competitor ads, observing hooks, and saving impactful creatives, marketers can reverse-engineer success while maintaining authenticity.

The group was also encouraged to explore platforms like Pinterest and Instagram to analyze design trends and emotional triggers. After all, creativity doesn’t start from scratch, it starts from curiosity.

From Paper to Emotion: The A4 Pamphlet Challenge

The workshop wasn’t just theory, it was hands-on. Each participant was tasked with writing a one-page A4 pamphlet copy that could emotionally engage even a 12-year-old reader. The goal? To make people feel before they think.

During the brainstorming, Anuj offered the poetic line, “From ancient hearts to your home, purity you can trust,” while Rishika threw in a catchy gem: “If it doesn’t shine like this, why wear it?” Kshitij praised the creativity but reminded everyone that the real test lies in how customers react in the real world.

Cracking the Code of Meta Video Ads

Moving into the visual space, Kshitij broke down the anatomy of an effective Meta video ad, a format that thrives on capturing attention fast.

“The first 3 seconds decide your fate,” he said. “If you can’t hook them by then, they’re gone.”

He outlined a simple yet powerful three-part formula:

Hook them in 3 seconds.

Build a connection in the next 11 seconds.

Prove credibility and close strong within 30 seconds.

The magic, he explained, is in making your ad feel like a friend talking, not a brand selling.

Authenticity: The Soul of Every Brand

Throughout the session, authenticity emerged as a recurring theme. Kshitij urged founders to ditch overused buzzwords like “holistic” and “solution” and focus instead on real human stories. Whether it’s through spokesperson videos, trend-jacking, or product showcases, the message must feel personal and believable.

He also cautioned against obsessing over pricing and instead emphasized emotional value—the reason why customers choose one brand over another.

Action Over Intention

True to his belief that marketing waits for no one, Kshitij ended the workshop with a flurry of actionable challenges for every participant:

Create three hooks for their Meta videos

Write one A4 pamphlet copy

Research five competitor brands

Shoot and post their first spokesperson video

Tag @unu_official to celebrate their progress

Each member, Amita, Anu, Suman, Sarwat, Aarushi, Rishika, and others, left the session buzzing with ideas, deadlines, and determination. Kshitij promised to personally verify every submission, ensuring the learnings translated into tangible marketing momentum.

The Takeaway

The UAP Copywriting Workshop wasn’t just about writing, it was about understanding people. It reminded everyone that marketing is not about selling products, but about connecting emotions.

As Kshitij put it, “Every day you delay action, your competitor wins another heart.”

With lessons that merged science, art, and empathy, the session became a reminder that the best copy doesn’t just sell—it makes people feel seen, understood, and inspired to act.