On the BTL aspect of the campaign, Sanjay Tripathy, EVP and Head - Marketing and Direct Channels, HDFC Life said, "We will use BTL to engage and talk to the parents of children, whom we are targeting. Though we have not finalised the budget for these activities or the agencies we will work with, we are planning further activities that will be rolled out after the Spell Bee."

On the idea behind the campaign, Tripathy added, "Every parent's priority is securing the child's future and being able to meet their dreams and aspirations. Costs are increasing rapidly and providing quality education is getting expensive. HDFC Life, having successfully differentiated their brand all these years, with this campaign takes on the larger objective of building a category for Children's plans. It intends to trigger the need for financial planning for children in parents who have hitherto not given it the due importance in helping them aid their child's future financial needs or have been oblivious to the competitive realities in today's world."