Mumbai: Edtech company BYJU’S on Wednesday launched its Children's Day special digital campaign called #CelebrateCuriosity. The campaign celebrates the minds of curious children and showcases the importance of helping them with the right answers.

"While growing up, consciously and very often unconsciously, we condition children to stop asking questions as we don’t have clear answers. With the help of the special campaign #CelebrateCuriosity. BYJU’S aims to nudge parents to become their child's first teacher and help them find answers to their questions," said the company in a statement.

Conceptualised by the in-house team and created in partnership with Films Rajendraa, the ad-film highlights the unique and unparalleled inquisitive nature of children and their quest to find answers. Reconnecting us with our inner child, the film showcases various children at their curious best, asking questions from their elders. It further narrates that no question is vague as it helps shape a child’s future.

“Children are born curious and we need to nurture and nourish this trait to help them become well-informed individuals. BYJU’S aim has always been to decipher information in a conceptual manner, in turn encouraging students to become self-paced and active learners," stated BYJU’S VP for brand and creative strategy Vineet Singh. "With this campaign, we want to celebrate every child’s inquisitive best and encourage them to continue asking questions."