The Unique Identification Authority of India (UIDAI) has empanelled five agencies for its headquarters in Delhi to work on the multi-media campaign for Aadhaar. It is learnt that the decision for Mumbai and Lucknow has also been taken. Some of the empanelled agencies in Delhi include Dentsu Communication, Airads, Centum Advertising and Newfields Advertising.
UIDAI had called a pitch for empanelment of agencies across regions, floating tenders in around eight cities, including New Delhi, Mumbai, Hyderabad, Bangalore, Lucknow, Chandigarh, Guwahati, and Ranchi in the month of July.
The agencies empanelled at the headquarters in New Delhi will work on Information, Education, Communication (IEC) campaign and other activities for Aadhaar at a national level. The focus will be on formulating a national level communication strategy to ensure the specified target audience understand Aadhaar, its enrolment process and its benefits. The agencies will have to prepare complete strategy, creatives and production for all communication channels. This empanelment will hold for a period of one year.
For the record, UIDAI is a committee set up by the Government of India to provide a Unique Identification Number to all residents in order to improve their lives and also cut down on the annual costs incurred in verifying identities. The project is headed by former Infosys Chairman Nandan Nilekani. Though it is targeted across sections of the society, the scheme is expected to benefit the poor the most, who are generally deprived of various benefits and schemes that the government offers and face a lot of barriers in accessing welfare related opportunities.