UIDAI might rope-in brand ambassador to promote project

Given the complexities involved in the task, especially that of positioning of the project and relevant communication to 1.2 billion Indians, a well-known brand ambassador would be of great help, a senior UIDAI official said.

"We want to promote the campaign and make the masses aware of the importance of the UID. This would require marketing expertise. If need be, we would also think about hiring a brand ambassador for the drive," UIDAI's Head-Demand Generation, Communication and Awareness, Shankar Maruwada, told PTI here.

There would be an extensive campaign to push the project and a lot of expensive and operational resources will flow into these campaigns, he said.

In April this year, the Unique Identification Authority of India (UIDAI), headed by Nandan Nilekani, had given the brand name 'Aadhaar' to the project with its own logo.

Under this project, all the residents of the country would get a unique identity number, which would enable them to have access to a host of benefits and services.

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