Percept/H bags Aadhaar's creative account

Percept/H bags Aadhaar's creative account

MUMBAI: Percept/H has bagged the creative account of ‘Adhaar‘, an initiative by Nandan Nilekani-headed Unique Identification Authority of India (UIDAI).

Industry sources say Percept/H will handle the creative duties for Aadhaar‘s pilot phase while the media duties will be handled by Directorate of Advertising and Visual Publicity (DAVP). The pilot phase will commence in August 2010 and end around February 2011.

The pilot phase advertising spend could be anywhere between Rs 100-150 million, while the overall advertising yearly budget can go up to as much as Rs 500 million. To implement Adhaar completely it will take another four years, by the end of which the ad spends are sure to accumulate.

Percept/H beat other agencies such as Lowe Lintas, Rediffusion Y&R, Crayons Advertising, Dentsu Marcom, Concept Communication and Span Communications to clinch the account.