MAM
Mirchi and SBI Life Insurance presents 13 editions of Spell Bee
Mumbai: Mirchi, a city-centric music and entertainment company, collaborates with SBI Life Insurance, one of the most trusted private life insurers in India, to present the 13 edition of Spell Bee- ‘Spellmasters of India’. The association provides a meaningful platform for young minds across the country, by encouraging them to pursue their dreams and excel in an invaluable life skill. Being India’s largest spelling competition, Spell Bee, which is open for students from grades fifth to ninth, aims to positively captivate young minds towards honing their skills, nurturing their intellect & boosting their confidence.
The 13 editions of Spell Bee, will see participation from more than 3,00,000 students from 350 schools across 30 cities. The top 75 students will qualify for the National Semi-Final and only the top 16 will compete in a grand finale, which will be aired exclusively on Disney+. The winner will also have the chance to claim a grand prize of Rs 1,00,000 and an all-expenses-paid trip to Disneyland, Hong Kong.
Commenting on the launch of 13 editions of SBI Life Spell Bee, ENIL CEO Yatish Mehrishi said, “Over the past two decades, Mirchi has developed a diverse portfolio of properties, shows, and solutions, all aimed at nurturing various communities. As we embark on the 13th edition of Spell Bee this year, it signifies more than an event; it stands as a significant initiative reflecting Mirchi’s unwavering dedication to inspire, engage, and empower young minds across the nation.”
Commenting on the partnership, SBI Life Insurance chief of brand, corporate communications and CSR Ravindra Sharma stated, “At SBI Life we are continuously exploring opportunities that help liberate individuals to reach their full potential and starting early can have a deeper meaningful impact in an individual’s life. We believe every child has a unique potential to excel, and by providing them with the right tools and platform, we aim to foster an environment of learning & development. SBI Life’s partnership with Spell Bee – ‘Spellmasters of India’ reflects our commitment to liberating young minds in fulfilling their aspirations and enabling them to with the opportunity to be recognised on a universally recognised platform.”
He further added, “Children are the future of our nation and we are immensely proud to be a part of this educative initiative. We believe that spelling is an extremely important skill that aids in expressing themselves better and more clearly. We are thus, dedicated to encouraging young minds to explore possibilities, not only in academics but in all aspects of their development. This partnership serves as a testament to our unwavering commitment to positively shaping young minds across the nation. We are excited to embark on this journey, to create invaluable future citizens who will contribute to the progress and prosperity of our nation.”
As a part of the promotion, renowned RJs from Mirchi will make mention of the initiative and other related details on the radio channel to attract participation from schools & parents. Other promotional activities via PR, Digital etc. will follow.
The Spell Bee – Spellmasters of India initiative is a testament to SBI Life’s commitment to not only provide monetary prizes to the winner but also aid in the holistic development of young minds across the nation.
Brands
AI becomes key tool for Indian travellers, Agoda report finds
68 per cent plan to use AI for trips as 33 per cent already rely on it.
MUMBAI: Holiday planning is getting a software upgrade less “Where should we go?” and more “What does the algorithm say?” Indian travellers are increasingly turning to artificial intelligence to map their journeys, with new data from Agoda’s 2026 Travel Outlook Report suggesting that AI is fast becoming central to how trips are imagined, planned and booked.
While 33 per cent of respondents said they already use AI tools for travel planning, a far larger 68 per cent indicated they are likely to rely on it for their next trip pointing to a sharp acceleration in adoption in a market already comfortable with digital-first travel.
What travellers want from AI, however, goes well beyond basic search. The report shows 38 per cent are looking for recommendations on local attractions and activities, while 37 per cent expect personalised itineraries. Destination discovery remains a key use case at 29 per cent, with dining suggestions (23 per cent) and budget management (22 per cent) also emerging as practical applications.
The shift reflects a broader change in expectations AI is no longer a novelty but a planning companion expected to work across every stage of the journey, from inspiration to execution.
Trust levels appear to be keeping pace. Nearly 88 per cent of respondents said they either trust or feel neutral about AI-generated recommendations, including 53 per cent who expressed clear confidence. This builds on earlier trends, with Agoda’s 2025 survey showing nine in ten Indian travellers already using apps to book travel suggesting AI adoption is more evolution than disruption.
The company has been testing this appetite through initiatives such as its 2025 AI-powered Vacation Planner campaign, which generated customised itineraries and visuals based on user inputs, delivered with a layer of celebrity-led engagement.
For platforms like Agoda, which aggregates more than 6 million properties, over 130,000 flight routes and 300,000 travel activities, AI offers a way to navigate scale without overwhelming users turning abundance into relevance.
As AI continues to embed itself into everyday decision-making, India is emerging as a market where travel planning is not just going digital, but decisively intelligent.
