HDFC Life launches digital talent hunt for kids - YoungStars

HDFC Life and #fame have joined hands to launch India’s first ever digital talent hunt for kids – HDFC Life YoungStars. The initiative will invite children between the ages of 6 and 14 from across the country to participate in categories like dancing, singing, musical instruments and comedy by uploading their video on the website, www.hdfclifeyoungstars.com.

Keeping with HDFC Life’s digital-first focus, HDFC Life YoungStars is driven primarily on the digital medium. Right from the call for entries round, wherein one just needs to upload a video on the website, to all its following phases, to the grand finale, the entire property is digital based. Selected contestants who make the cut will be nurtured through the course of the show in their respective fields by the mentors. Finalists from each category will then get a chance to perform with their mentors and also win prizes.

Commenting on the launch, Sanjay Tripathy, Senior Executive Vice President & Head - Marketing, Analytics, Digital & E-Commerce, HDFC Life, said, “The insight for this platform came from the understanding that parents are the first to spot a child’s potential talent. Parents are always looking for ways to help nurture the talent of their children with the hope that their child will be able to harvest his/ her complete potential. HDFC Life has always partnered with parents through financial planning to help children realise their full potential and capitalise on their talents. However, as a brand we have always believed in being more than just a financial enabler. Hence, with HDFC Life YoungStars we have gone a step further and created a platform where parents can help their kids to showcase, and nurture their talents under the guidance of our four talented mentors.”

Shreyas Rao, Senior Vice President, #fame, added here, “We are glad to associate with HDFC Life, one of the most forward thinking and digitally savvy financial services brands, and Maxus in this exciting new initiative. At #fame, we have pioneered several properties capitalising on the power of mobile video to discover the new wave of exciting talent. HDFC Life Young Stars is a unique platform which will give young talented kids a digital stage to showcase their skills and get recognised.”

Maxus ESP, the content arm of marketing services agency Maxus, played a pivotal role in conceptualising the property with the brand’s objectives in mind. Besides partnering the creation process, the team helped find the right platform and partner in #fame by leveraging on its understanding of the media universe. Pooja Verma, Head, Maxus ESP, said, “At Maxus ESP, we believe that great content created by leveraging technology can significantly enhance the consumer’s experience of a brand. HDFC Young Stars is a great example of how we help make it happen. Today, the most commonly found gadget in the country is a handheld mobile device. What better way than using something as simple as a mobile to help encourage parents from all parts of the country to participate and showcase the talent of their kids.”

‘ABCD 2’ actress Lauren Gottlieb; VJ, comedian and actor Cyrus Sahukar; singer Raghav Sachar; and singer-composer Siddharth Mahadevan have been roped in as mentors.