Bollywood to endorse UID -

The unique identification dream of ex-Infy boss Nandan Nilekani might soon find a brand ambassador. It’s most likely to be a Bollywood celebrity who would be seen endorsing Indian Government’s ambitious Unique Identification Number (UID) project.

The project named ‘Aadhaar’ may soon appoint Bollywood biggies. Sources close to the project indicated that if UIDAI decides to go for Bollywood celebrity, the probables would be Amitabh Bacchan, Shahrukh Khan or Aamir Khan.

These three actors have earlier endorsed several government initiatives such as the Pulse polio programme.

The right positioning would only take place if it can develop awareness through a dedicated campaign. The major complexity in the project is to reach out to 1.2 billion Indians.

Nilekani, coming from corporate India, would approach the branding more significantly which would be quite different from conventional government awareness campaigns.

UIDAI's Head-Demand Generation, Communication and Awareness Shankar Maruwada, has reportedly said that the team is affirmative about promoting the campaign which would require marketing expertise.

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

The Authority of India might provide identity to transgender along with “male” and ''female'' as a category of sex.