Percept/H has been assigned to handle the creative duties for Aadhaar’s pilot phase, following a multi-agency pitch. The media duties shall be handled by the Directorate of Advertising and Visual Publicity (DAVP). Percept/H will work hand in hand with government agencies to carry out marketing/advertising activities for popularizing Aadhaar across India. Percept/H’s expertise will be used for BTL and digital activities.
Advertising spends for the pilot phase alone will be in the region of Rs 10-15 crore, while the yearly advertising budget is likely to touch Rs 50 crore.
Aadhaar is an initiative by the Unique Identification Authority of India (UIDAI) to provide unique identity numbers to Indian residents – a project headed by Nandan Nilekani, Chairman of UIDAI. UIDAI’s mandate is to provide every resident a unique identification number linked to the resident’s demographic and biometric information, which can be used to identify themselves anywhere in India. The number, referred to until now as the UID, has been named AADHAAR, which translates into ‘foundation’.
The selection panel had distinguished luminaries on board, such as Shri Ashok Pal Singh, Deputy director General – Logistics (DDG), Shri Awadesh Pandey- Assistant Director General – Media (ADG), Santosh Desai (CEO) – Future Brands, Shankar Maruwada (Head) Demand generation, communication & awareness – UIDAI, D K Bose – communication consultant on social & rural marketing, Kiran Khalap – Co-founder & MD, Chlorophyll & Praveen Tripathy – President, marketing & sales services Pidilite Industries.
Says Mr. Shankar Maruwada, Head-Demand Generation, Communication and Awareness, Unique Identification Authority of India “On the basis of technical and commercial parameters shared with the agencies in the bid document, Percept/H emerged with the highest scores, as evaluated by the Technical Committee set up for this purpose. As a result, Percept/H will be our multi-media creative agency partner during the UIDAI Pilot campaign phase. We look forward to outstanding creative work from them as we launch our awareness and communication efforts.”
Amitava Mitra, COO (North), Percept/H said, “Winning the pitch for Aadhaar is a matter of great honour and prestige for us. It promises to be an amazingly exciting & challenging assignment. Building a mass brand, reaching, connecting with & targeting every Indian in every part of the country is a once in a lifetime opportunity for any advertising agency or professional.”
Ajay Chaudhary, AVP, Percept/H (Delhi) added, ”Branding Aadhaar will be a historic communication exercise. I am looking forward to the challenge.”