UIDAI is back in action, after Prime
Minister Narendra Modi mandated UIDAI to enroll more Indians beyond its
existing mandate of 65 crores enrolment.
A RFP (Request For Proposal) has
been floated for hiring of Advertising and Creative Agency for Multi-Media
Campaign.
Ironically, the processing fee of
INR 1000/- has to be deposited in the form of Bank Demand Draft, no electronic
transfer is allowed.
The focus of the campaign is to
position UIDAI as the world’s most sophisticated
identification service provider.
The selected agency has to focus on
implementing a national level communication strategy so that customised
messages such as Aadhaar’s benefits, its utility, applications, reach different
segments of the ecosystem.
The messages have to spread via TV
advertisements/ radio jingles / short films / documentaries, Print/Display
advertisements and also Social media/Web marketing.
The budget laid down by UIDAI for this
activity is between INR20-30 crore per annum on the campaign. However, there is a caveat that this is an
illustrative amount only and no commitment is being made by the UIDAI to do so.
The first set of UIDAI communications are expected
to be released by mid-November 2014. Just wait and watch.
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