HDFC Life Insurance has launched HDFC Life YoungStars in association with video entertainment app #fame and media network Maxus ESP. HDFC Life YoungStars is a digital talent hunt for kids for categories in dancing, singing, musical instruments and comedy. The initiative will invite talented children between the ages six and 14, from across the country to participate in the competition by uploading their video on its website www.hdfclifeyoungstars.com. The programme will be driven primarily on the digital medium. Selected contestants will be nurtured through the course of the show in their respective fields by mentors. Finalists from each category will then get a chance to perform with their mentors and also win exciting prizes. HDFC Life senior executive vice president and head of marketing, analytics, digital and e-commerce Sanjay Tripathy 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, he said.