'HDFC Standard Life Spell Bee - India Spells 2009' aims to help students improve spellings skills, vocabulary, learning concepts, and pronunciations leading to correct usage of English words that will help in their early years of growth and development. The key thought is to engage students on a different competition route - testing their knowledge of spellings, thereby engaging them in the English language practice.

HDFC Standard Life executive VP, marketing head Sanjay Tripathy said, "HDFC Standard Life in line with its brand philosophy believes in educative and informative programmes that create opportunities for development and growth of young minds. We encourage every child's desire to explore new avenues that in turn help them excel in academics and all-round development.

"As a life insurance player, we are committed to support every parent's dream of seeing their child develop his/her inherent potential with our products that offer unique Triple Insurance Benefit feature to take care of child's immediate and future needs. Thus, our brand essence is in sync with the objective of India Spells 2009, creating an intrinsic brand fit between HDFC Standard Life and India Spells 2009."

"The growth in Children's Plans over the few years has been due to our sustained effort in creating and promoting this category. We also attribute our success to a very good customer offering including a very good product, highly relevant marketing and advertising, and good quality advice," adds Tripathy.