New Delhi: Faced with the challenging task
of spreading awareness about its unique identity project,
especially in rural areas, the UIDAI is planning a major
information blitz using government resources like Doordarshan,
new media and innovative on-the-ground communication.
"The traditional mix of media will not be sufficient
to reach the entire target audience," according to thee
Awareness and Communications Strategy Advisory Council set up
by the UIDAI to suggest steps for reaching out to the public.
The Council comprising corporate honchos, which on Tuesday
submitted its report to the Unique Identification Authority
(UIDAI) chairman Nandan Nilekani, proposed using government
resources, especially Doordarshan, regional channels, the fast
spreading telecom network and Internet to reach the target
Apart from roping NGOs, it has stressed on the need
for interpersonal communication and innovation in
on-the-ground communication involving officials, traders and
The communication will "need to strongly ride on the
UIDAI enrolment infrastructure to be able to reach masses...This
implies working closely with the Registrars and Enrolment
agencies," the report said.
"Given the complexity of messaging, target audience
and processes involved, interpersonal communication will need
to be strongly developed. Innovation in on-the-ground
communication will be a strong need."
It has also suggested broadcast, outdoors, digital
entertainment among initiatives that will help the project
which aims to give a 12-digit unique number to all residents
of the country achieve its goals.
"Keeping in view the fact that this is a Government of
India programme, the Council recommends a planned usage of
resources of the government (Ministry of Information and
Broadcasting among others) along with using the social cause
nature of the programme to garner visibility," the report
Among the members of the council were Kiran Khalap --
co-founder and managing director of brand consultancy firm
Chlorophyll, Santosh Desai -- CEO Future Brands and Sumeet
Vohra -- head of the marketing wing of P&G.