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Executive Summary

Case Study: UIDAI

Team Name: Frontrunners

College Name: NITIE, Mumbai

My Identity, My Pride

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8/7/2019 TeamFrontrunners_NITIE Case Study

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Team Frontrunners : Abhijit Kamra, Jeeta Das, Jitin Sharma

My Identity, My Pride

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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:

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

Occupation: This presents another touch point to tap the segment

URBAN:These are classified on the basis oftype of housing and occupation

Touch Points here include: Health Clinics, Places of Worship, Schools, Employment Exchanges, Post offices, Banks

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 valueof having anidentityis the most important factor2. The audience needs to realise that the program isfor their own benefit, hence they should come forward out of self-interest3. The communication at all levels needs to becustomized based on local sensibilitiesnot only by means of translation but also content

Recommendations:Use Mobiles, InfluencersandMass Mediato stimulate theAttention-Awareness-Interesttriad of targeted Group

At the point of enrollment, have agroup of people drawn from the local community to streamline the process

TurnEarly Adopters and Innovators into Influencers by identifying and encouraging them

LeverageHigh mobile penetration, use promotions in the voices ofFilm 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

Its 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 SHGs, 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 SHGs 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 levelso Involve evangelists in such meetingso Urge people to share their experiences about UIDo Invite officials from UIDAI, registrars etco 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 MarketingMotivate each and every stakeholder by a ffirming 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.

Rural

Majority

Categories TouchPointDecision

MakerIncentive Channel Influencer Govt.Schemes