Dentsu, Concept and Percept have been shortlisted for the final round of the pitch for the Unique Identification Authority of India (UIDAI) business. It may be recalled that UIDAI had called for a pitch earlier in May this year. Two agencies will be awarded the creative and media duties. Industry sources have pegged the account size at over Rs 100 crore.
UIDAI, which had unveiled its new brand name – ‘Aadhaar’ – and logo last month, has been scouting for an agency to handle its creative and media duties. The pitch was called last week and reportedly agencies like Span Communications, Lowe, Concept, Rediffusion Y&R, Dentsu and Percept were in the fray for the business.
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.
Between August 2010 and February 2011, the UIDAI will begin issuing the first unique identification numbers (UIDs) to residents. The UID rollout presents a significant opportunity for Government, public and private agencies in India.
Span, Lowe, Rediffusion Y&R, Dentsu, Percept among agencies in the fray for UIDAI biz
UIDAI unveils brand name & logo; communication strategy in next few months, says Nandan Nilekani