“Let kids be” is an initiative by Yellow Class to instill a simple thought that children must enjoy their childhood through indulgence in things that they love doing, rather than be burdened by expectations of parents & society. Renowned personalities such as Rajeshwari Sachdev, Varun Badola, Rohit Roy, Delnaaz Irani and Tanaaz Irani are a part of the campaign showcasing their support towards children enjoying the golden years of their lives by #Letkidsbe. Yellow Class provides free live hobby classes such as painting, drawing, dancing, flameless cooking etc. for children between 3-12 years. The video focuses on the external pressures a child goes through from a young age along with the competition every child faces. The central messaging of the campaign is that we need to rise above these and let kids be and indulge in activities they enjoy. They should have the freedom to choose their own paths and be their own competition. Let kids be curious and explore different aspects of life. All celebrities focus on children carving their own path and encourage letting them be. Founded by Anshul Gupta and Arpit Mittal in June 2020, the brand focuses on breaking the stereotype which instills competition among kids from a young age. The campaign aims to reach maximum Indian households and across the Globe through digital platforms such as Instagram, Facebook, and Youtube. It will be amplified across 3 weeks. The brand has a user base in over 52 countries, and significant presence in India and Middle East, with more than 200,000 parents being a part of the community. Yellow Class caters to a wide range of co-curricular activities that develop the skills sets in kids during their growing years. Yellow Class has witnessed immense growth during lockdown on most of their online classes at almost no cost.