UIDAI (Unique Identification Authority of India) will now be known under the new brand name ‘Aadhaar’ (foundation). The new brand name and logo were unveiled at a function in the Capital on April 26, 2010. UIDAI is an authority under Planning Commission of India working on a project to issue 12 digit unique identity numbers to Indian residents.
The new logo design, featuring a sun in yellow and a fingerprint in the centre, was the winning entry of a nation-wide logo competition launched by the UIDAI in February this year.
Speaking on the occasion, Nandan Nilekani, who is heading the UID project, said, “UID is a foundation for the people to use public services. The word ‘Aadhaar’ means ‘foundation’, and the UID number will be the foundation for each Indian resident while they are getting a mobile connection or opening a bank account.”
Speaking on the importance of mobile companies for the UID project, Nilekani noted, “Mobile companies could be very useful for this project as we can get low cost authentication of citizens from them. There are already 500 million active SIM cards in India, so this medium is very important for the project. We are in talks with various mobile companies regarding this.”
On the promotion strategy of brand ‘Aadhaar’, Nilekani said, “We have appointed an advisory board to create a campaign for the brand. However, the communication strategy will be decided in the next few months.”
K Ganga of UIDAI commented, “Communication and marketing strategy is very important for this plan to create awareness among masses. A broad level plan is already in place, but it will take some time to decide on the final strategy.”
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.