UIDAI calls for creative pitch for Aadhaar

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | July 26, 2011
The Unique Identification Authority of India has floated tenders to empanel creative agencies region-wise, to help create multi-media campaigns for Aadhaar. The authority has announced the pitch in eight cities.

The Unique Identification Authority of India has announced a nationwide creative pitch to empanel region-wise agencies to create multi-media campaigns for Aadhaar. For this, the body has floated tenders in eight cities including New Delhi, Mumbai, Hyderabad, Bengaluru, Chandigarh, Guwahati, Lucknow and Ranchi.

According to senior-level sources in the industry, the total size of the business is expected to be close to Rs 25 crore, which is what the authority spent last year while launching its pilot campaign.

A senior official of the authority, on the condition of anonymity, says, "The idea is to empanel a team of agencies in every region from North to South, and East to West, for a complete creative solution for the promotion of Aadhaar. This time, after the selection of the agencies, the work will be awarded on the basis of projects."

The campaign will be targeted at residents at large, apart from state governments, enrolling agencies and other stakeholders. The main objectives of the campaign will be to create awareness amongst the identified target audience about Aadhaar, as well as educate all the partners and residents to make them aware of its various usages and benefits.

The authority, therefore, has asked the agencies to create a massive awareness campaign to educate people about the Aadhaar enrolment process and the benefits of the programme. As part of the brief, creative agencies have been asked to prepare a fool-proof communication strategy across various media including television, radio, print and the internet.

Additionally, agencies have been asked to prepare information sources such as pamphlets, leaflets and brochures. For out of home advertising, creative agencies have to create posters, handouts, banners, hoardings and display panels, amongst others. Agencies will also have to work on outreach programmes such as nukkad nataks (street plays) and direct mailers, apart from promoting Aadhaar through cinema, sport events and celebrity endorsements.

The campaign will be created in various regional languages such as Marathi, Assamese, Gujarati, Konkani, Bhojpuri, Bengali, Urdu, Nepali, Santhali, Maithili, Magahi, Nagpuri and other dialects of the states, apart from Hindi and English.

The agencies have been asked to submit the detailed communication plan by the last week of this month. Each region has been assigned a specific date. For example, in Delhi, creative agencies have to submit the application by July 28. Similarly, the authority has fixed a specific date to announce the result for each region.

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