Dentsu, Grey and R K Swamy on the UIDAI roster

The entire creative mandate for UIDAI has been divided as per geography, such that each region has its own list of empanelled agencies.

The Unique Identification Authority of India (UIDAI) has released the final division of its creative mandate. The overall duties have been divided region-wise, such that each prominent zone has its own set of agencies.

Earlier this year, the UIDAI authorities had announced a nationwide creative pitch to empanel region-wise agencies to create multi-media campaigns for Aadhaar, the brand name of the Unique Identification number (UID). For this, the body had floated tenders in eight cities including New Delhi, Mumbai, Hyderabad, Bengaluru, Chandigarh, Guwahati, Lucknow and Ranchi. The pitch result of each zone is now out.

Overall, the roster includes nine agencies in Bengaluru, eight in Hyderabad, seven agencies in Ranchi, seven in Chandigarh, five in Guwahati, five in Lucknow, five in Mumbai, five in Delhi, and five in Delhi HQ.

In Bengaluru, the empanelled agencies include names such as R K Swamy, Stark Communications, Grey Worldwide, and JWT, among others. R K Swamy is also part of the Delhi roster, along with agencies such as Span Communications and Inter Publicity, and the Mumbai roster along with Crayons Advertising, Lowe Lintas and a few more.

On the Delhi HQ roster, which is different from the Delhi roster, is Dentsu, along with four other agencies.

As part of the creative brief, the agencies were asked to prepare a fool-proof communication strategy across various media including television, radio, print, and the internet.

The agencies had been asked to prepare information sources such as pamphlets, leaflets and brochures. For out of home advertising, the participating creative agencies were asked to create posters, handouts, banners, hoardings and display panels. Agencies were also required to work on outreach programmes such as nukkad nataks (street plays) and direct mailers, besides promoting Aadhaar through cinema, sport events, and celebrity endorsements.

As reported by afaqs! a few months earlier, the agencies, after selection, will be awarded creative work on a project basis. The report further mentioned that according to senior-level sources in the industry, the total size of the business is estimated at Rs 25 crore. Interestingly, this is similar to the amount the authorities spent last year while launching the pilot campaign for the brand.

The upcoming mass awareness ad campaigns will be targeted at Indian residents at large, apart from state governments, enrolling agencies, and other stakeholders. The main objectives of the campaign include creating awareness amongst the identified target audience about Aadhaar (mainly about the enrolment process and the benefits of the programme), as well as to educate all the partners and residents about its usages and benefits.

The campaigns are slated to 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.