Maxus ESP conceptualized the property with the brand’s objectives in mind. The digital talent hunt for kids will lead to mentors grooming the children for a larger platform
BestMediaInfo Bureau | Mumbai | April 13, 2016
It seems that literally everything is going digital. We’ve seen television content on digital, on ground activities made into digital campaigns and broadcasters going digital with their respective over-the-top platforms. ‘HDFC Life YoungStars’ though, is not a digital version of an on-ground activity – but a complete digital event.
Well, the first digital talent hunt was launched last year. ‘India’s Digital Superstars’ was an adult talent hunt, while ‘HDFC Life YoungStars’ is for kids. Of course, this is the age to go digital and it seems that HDFC Life has got it right with the thrust on children.
HDFC Life, a leading private sector life insurance company, in association with #fame, has launched a digital talent hunt for kids, in association with #fame. With categories like singing, dancing, musical instruments and comedy, this initiative will invite children between the ages of six and 14 years, to explore the talent within them. Participants need to simply upload their video on www.hdfclifeyoungstars.com. Entries can be sent from any part of the country.
The entire process is digital, from call for entries, to following phases and the grand finale. The mentors will choose the best performances and hand pick kids, with whom they will engage on a one-on-one basis. They will help the children sharpen their skills to be able to perform on a larger platform.
Speaking at the launch event, Sanjay Tripathy, Senior Executive Vice President and Head Marketing, Analytics, Digital and 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 realize their full potential and capitalize 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, said, “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 capitalizing 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 Maxus, played a key role in conceptualizing the property with the brand’s objectives in mind. 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.”
While the show will be an exclusive co-partnered property between HDFC Life, #Fame and Maxus ESP, there is a process partner in BMGI. Similar partners will have roles which will add value to the overall property from a partnership point of view and not traditional ‘sponsorships.’
Elaborating on the selection process, Rao said, “The selection is completely meritorious and based on two counts, the talent the mentors see in them and the ability of this talent to travel socially. However, the final call will always be with the mentors as they will be taking these kids under their wings.”
“The mentors were chosen purely keeping in mind the age group we are talking to. It is imperative that the mentors appeal to the TG and this TG can relate to and look up to the mentors. Needless to say, we have looked at mentors who have a great social following and are socially active as well,” he added.
Most of the marketing will be online, but traditional media marketing mediums like radio and print, will also be used. Rao said, “We will also be conducting multi city awareness programmes on ground like mall activations, dance school outreach, and other related catchment propositions.”
It seems that the companies are not looking at monetizing the digital initiative beyond the partnership that has already been forged. Rao said, “The idea is to co-create a sound and long standing property which we can replicate across markets, on an annual basis.”