Birthday Notifications on my iPhone

Hello Everyone,

I have saved the birthdays & anniversaries of my friends & family on my iphone.
The iphone is synced on my mac. I see all the entries being synced to my laptop calender and iphone calendar. But I don't get a notification at all on my iphone.

I did some googling and found:
Settings ==> Mail, Contacts, Calendars ==> Default Alert Times
My configuration is:
Birthdays - On day of event (9 AM)
Events - 15 mins before
All-Day Events - One day of event (9 AM)

But still I don't get any notifications on my iphone.

Will appreciate your help on this.