The Unique Identification Authority of India, the agency that issues the biometric Aadhaar identification card to citizens, is looking for an image makeover, and is willing to spend as much as Rs30 crore a year for a media campaign.
Having got a thumbs up from Prime Minister Narendra Modi, UIDAI has put up a proposal to hire an advertising and creative agency to what it calls dispel misconceptions over the project that has a "spotless record" on the security of data collected.
Applied for an Aadhaar card before April 1, 2012, but haven't got it yet? You may have to apply all over again. A lot of data related to applicants who enrolled for the Aadhaar unique identification number in the first phase has apparently been either lost or rendered unusable due to "encrypting errors".