Percept/H to focus on non-traditional media for Aadhaar

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 spend 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 with a unique identification number linked to the resident’s demographic and biometric information, which can be used to identify them anywhere in India. The number, referred to until now as the UID, has been named AADHAAR, which translates into ‘foundation’.

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, targeting, reaching and connecting with every Indian in every part of the country is a once in a lifetime opportunity for any advertising agency or professional.”

Elaborating more on the marketing plan, Mitra pointed out that the first phase of this campaign is targeted mainly at Below Povery Line (BPL) areas of the country by primarily using non-traditional media, which will then be supported by traditional mediums like television, print and outdoor.

He said, “We have undertaken studies to understand the most effective language for each area that will be engaged through the campaign. As we will be covering a lot of media-dark areas, we also want to evaluate the most appropriate medium for the communication.”

Shankar Maruwada, Head-Demand Generation, Communication and Awareness, Unique Identification Authority of India said, “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.”

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