Executive Summary

Case Study: UIDAI

Team Name: Frontrunners

College Name: NITIE, Mumbai

My Identity, My Pride

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 Team Frontrunners : Abhijit Kamra, Jeeta Das, Jitin Sharma

The Communication Theme for the entire country is based on Convenience: Single source of identity verification, Pilferage of tax-payers money: Loss of
thousands of crores due to ghost identities, Social Cause: Enable the poorest of the poor get an identity so that they can avail benefits of various
schemes. The biggest beneficiaries of UID however will be the 600 million people at the BOP (Rural R3, R4 & Urban C, D, E). Table below summarises the
nodes of SMS for the rural poor:
Decision
Categories TouchPoint Incentive Channel Influencer Govt.Schemes
Maker
Posters, IEC's
The perception of and Mobiles School Teachers, ICDS, BSY, Shishu
<6 Schools, Child Health
benefits that a child will Health Care Greh Scheme, RCH
Care & Birth Enrolling Parents Comics,
have from having an Workers, NGO's
centres Colouring DWCRA, Mid Day
7-14 identity like CRY
Sheets Meal Scheme, NCF
Mandis, Banks, Govt Head of the Need for Proof of SHG's, Post Man, NREGA, EAS,
15-40
Majority Offices Family Identity felt the highest. Mobile Phones, Bank Official PMRY, STEP
Most respondents felt it Word of Mouth,
demeaning to approach Street Plays, Indra Awaas
Panchayat Offices, Banks, Panchayat, Bank
41-60 Self Sarpanch or other Posters, Puppet Yojana, ARWSP,
Mandis officials
authorities to get their Shows EAS, IRDP, JGSY
Rural credentials verified often
Identity proof could help
Posters, Plays, PMGY, RIDF,
Health Clinics, Panchayat Head of the avail Govt. social
>61 Songs, Health Workers National Old Age
Office Family schemes for elderly and
Counselling Pension Scheme
pensions
Posters,
DDRS, NPRPD,
Will help in availing Comics, Street
Disability Clinics, Care takers Care Takers, Reach and Relief
Differently Abled Disability benefits and Plays, Songs ,
Vocational Training cells or self Counsellors Scheme for
schemes Folk Lore and
Rehabilitation of PH
Posters
Understand the
Mass Media, Tribal Sub Plan,
Health Clinics, NGO Head of importance of banks and NGO's which they
Tribals Mobiles, Educational
offices Family hence need of formal trust
Posters, WOM Schemes for Tribals
identity
Besides these major segments the Targeted group can be sorted on the following classifications:
Religion: Hence the importance of positive reaffirmation from Religious leaders
Community: WOM from same community member one of the strongest form of Influence Various Sub-groups
Occupation: This presents another touch point to tap the segment originate because of
URBAN: These are classified on the basis of type of housing and occupation
Touch Points here include: Health Clinics, Places of Worship, Schools, Employment Exchanges, Post offices, Banks these factors
Channels of choice would be: Mobile Phones, Mass Media, WOM, Posters and Street Plays
Influencers include: Religious Leaders, Social Workers, SHGs, Doctors and Union Leaders
The 3 Pillars of Social Marketing for UID:
1. Aspiration value of having an identity is the most important factor
2. The audience needs to realise that the program is for their own benefit, hence they should come forward out of self-interest
3. The communication at all levels needs to be customized based on local sensibilities not only by means of translation but also content
Recommendations:
Use Mobiles, Influencers and Mass Media to stimulate the Attention-Awareness-Interest triad of targeted Group
At the point of enrollment, have a group of people drawn from the local community to streamline the process
Turn Early Adopters and Innovators into Influencers by identifying and encouraging them
Leverage High mobile penetration, use promotions in the voices of Film Stars, Picture Messages and downloadable UID jingles
Treat differently abled people with utmost sensitivity, especially in the case of mentally challenged citizens- explore tie ups with their care taking
institutions
Make recommendations to enrolling agencies to try their best to offer UID nos. together with cards: our targeted audience relates more to a tangible
offering and secondly, there is a huge probability of them forgetting the number
It’s very important to take children and adolescents on board: Firstly, they are the most tech-savy; Secondly, post education they take the role of
Influencers in the family; Thirdly, they have a long life ahead and could draw max. benefits from various schemes. Ways to do so will include UID
based comic scripts, coloring books, songs, mascots and guidance by teachers
Encourage religious leaders to promote UID; Even more important is to check any negative communication from their side as this starts a negative
wave
Women are the most critical link for the UID programme to become successful. Women have very strong social linkages and already have strong
channels such as SHG’s, Shakti Programme of HUL, AMUL, Micro Finance schemes of Banks etc . Moreover women are Influencers in their
families - though passive - yet the strongest Influence.
Internet Soochanalyas are coming up in a big way in Rural areas, explore them to the fullest.
Private companies already have some very trusted channels across Rural Demographics: HUL Shakti, ITC eChoupal, ICICI SHG’s etc. Build
synergies here through PPP model.
Devise an evaluation model whereby local nodes have periodic meetings in which review is done
o Organise informal meetings at the nodal community mix levels
o Involve evangelists in such meetings
o Urge people to share their experiences about UID
o Invite officials from UIDAI, registrars etc
o Keep a check on new entrants in various service sectors like telecom, banking etc
---Easier to incline business processes with UIDAI norms at the very onset

Internal Marketing
Motivate each and every stakeholder by affirming the importance of the social and economic developments that this initiative can herald.
Synergy between partnering agencies and UIDAI
Motivate the agencies to create a demand pull for UID numbers. Lack of this will result in a vacuum.

My Identity, My Pride
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