Percept/H appointed as creative agency for Aadhaar’s pilot phase by Devina Joshi
Percept/H has been roped in to handle the creative duties for Aadhaar’s pilot phase, following a multi-agency pitch. Aadhaar, as one knows, is an initiative by the Unique Identification Authority of India (UIDAI) to provide unique identity numbers to Indian residents – a project headed by Nandan Nilekani, until recently co-chairman of the board of directors of Infosys Technologies, and current chairman of UIDAI.
The media duties shall be handled by Directorate of Advertising and Visual Publicity (DAVP). RS Sharma, director general, UIDAI, has confirmed these developments to afaqs!. Ad spends for the pilot phase alone shall be in the region of Rs 10-15 crore, while the yearly ad budget is likely to touch Rs 50 crore.
As reported by afaqs! earlier, a total of seven agencies had taken part in the creative pitch process for the pilot phase, namely Rediffusion – Y&R, Dentsu Marcom, Lowe Lintas, Crayons Advertising, Concept Communication, Span Communications and Percept/H. The pilot phase will commence in August 2010 and will end around February 2011.