Commenting on Spell Bee, Sanjay Tripathy, EVP and Head, Marketing and Direct Channels, HDFC Life said: "Over the last three years, HDFC Life Spell Bee has grown from being an annual event, to an institution which engages students with English in a unique format and in a healthy, competitive environment. This is evident from the fact that about 70 per cent of the participating schools have adopted Spell Bee initiatives to improve overall spelling skills and identify future Spell Bee stars. Most of all, the parents and students believe that it's a prerequisite for a successful career and an independent future. This is in line with our brand promise of ‘Sar Utha ke Jiyo', which propagates self-respect."

The competition, which is open to students from grade five to nine, will travel to an additional five new cities, thereby taking the total to 30 cities and 32 locations. This year, Spell Bee will witness an in-school activity across almost 1,000 schools in 30 cities, and 28 mall days across eight metro cities, post which, 10 winners from every school will attend the city finale at a local auditorium and battle it out to represent their respective city as the city finalist. These 32 city finalists will be a part of a five-part televised event with Derek O'Brien, which will be telecast on Times NOW in March - April 2012. This edition has been scaled up to a digital level, such that the entry level examinations will be held on www.spellbeeindia.in.

Speaking about the initiative, Prashant Pandey, Executive Director and CEO, Entertainment Network India Ltd. said: "This year, we planned to go digital and hence, students from all across the country can register and do their examinations online. This year, students from 30 cities are going to be a part of this competition, where students will be battling out for their school, city, or rather, for the fame of the nation. HDFC Life Spell Bee intends to amplify the basics of the English language amongst Indian students. HDFC Life Spell Bee has been a phenomenal success over the last three years and hence, 360 Degrees plans to take this property to greater heights year on year."

For the entry level exam, which begins on Dec.21 and will continue until the end of Jan., the initiative is being promoted through radio, print, television, and on-ground through mall activities. The reason for the registrations going from on-ground to digital is that more schools can participate and less manpower used. This edition plans to engage at least three to five lakh students.

This initiative is powered by Times Of India, in association with Casio. The title partner for the event is HDFC Life and Radio Mirchi 98.3 FM is the radio partner. HDFC Life will award the national champion and the four semi-finalists of Spell Bee India with a cash prize of Rs. 1 lakh and Rs. 50,000 respectively. The national champion will also get a chance to witness the Scripps National Spell Bee with a parent in Washington DC, USA.