The nationwide digital talent hunt for kids aged between 6 and 14 years was a platform created to promote and help kids build a career in fine arts
BestMediaInfo Bureau | Mumbai | November 24, 2016
HDFC Life and Maxus have successfully concluded HDFC Life ‘YoungStars’, a digital talent hunt, established to help children make a career in fine arts. The nationwide digital talent hunt announced in April 2016, received a huge response of thousands of video entries across four categories – comedy, singing, dancing and musical instrument.
An impactful content solution conceptualised and executed by Maxus and HDFC Life, ‘YoungStars’ redefined the digital talent hunt genre for kids and caught the imagination of kids and parents alike. The unique talent hunt that invited kids between six and 14 years of age received participation from all corners of India, including towns like Malda, Hanumangarh and Kanpur among others.
Yuvraj Verma in singing, Lakshay Sinha in dancing, Naomika Dwidesh in music and Manav Khyali in stand-up comedy took the digital media by storm and went on to become the winners in their respective categories. The winners got an opportunity to learn and perform with their mentors Lauren Gottlieb (dancing), Cyrus Sahukar (stand-up comedy), Raghav Sachar (music) and Siddharth Mahadevan (singing).
Commenting on the finale, Sanjay Tripathy, Senior Executive Vice-President and Head, Marketing, Analytics, Digital and E-Commerce, HDFC Life, said, “HDFC Life YoungStars started with a goal to promote new and unique talent among kids from every corner of the country. In today’s age, children are expected to excel in multiple fields be it fine arts, sports or others along with studies. This gave rise to HDFC Life YoungStars. We received an overwhelming response given this was a one-of-its-kind event happening in India. It has been an incredible journey for us, from the first step of inviting entries, to filtering and selection of the best of talent, by the jury, to the moments of pride which we saw on the faces of parents as they saw their kids perform with the celebrity mentors. All together, it made the entire journey well worth the effort for us. We have always partnered with parents financially, but with YoungStars we have managed to go a step further. I congratulate all our young winners and I am sure they will make a mark in their fields.”
“We believe in designing content strategies inspired by the lives of the brand’s audience. HDFC Life YoungStars was our take at celebrating the emotional bond and the pride that a parent feels in the success of their child, a thought that all campaigns of HDFC Life echo. We were also committed to ensuring maximum reach and gather talent from every corner of India by taking the mobile led digital route. We are glad that our strategy of going digital with mobile garnered favourable results, making HDFC Life YoungStars a huge success,” said Pooja Verma, Head, Content, Sports and Entertainment Partnerships, Maxus.
HDFC Life YoungStars was conceptualised keeping in mind HDFC Life’s digital-first focus. The five-month journey right from calling for entries, wherein one just needed to upload a video on the website, to all its following phases up to the grand finale, was all digitally enabled.