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Saturday, July 19, 2014

INR 30,00,00,000 - Budget for UIDAI facelift


            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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