A brand created for a billion human beings!
Thursday, April 29th, 2010Kiran Khalap, 26th April, 2010
The word brand has been used since Roman times, and means the same thing in over 13 of the oldest European languages including Frisian…and yet, it is about to get a new meaning in India.
On April 26, 2010, the Unique Identification Authority of India (uidai.gov.in), led by the man (Nandan Nilekani) who is credited with having invented the phrase ‘Flat World’, launched a brand name and logo that could, if all goes well, stand for the biggest, hairiest, audacious-est brand in the history of mankind and brands.
“What a pompous claim!” I hear you say.
No, not pompous; and not a claim.
The brand’s intention is to grant an identity number to 1.2 billion Indians (based on biometrics), ensure it can be validated all over India, and thus start a revolution that equalises opportunity in a civilisation and a culture where, for a majority of people, identity is a foregone conclusion predetermined by caste, class, family, community, village…here is a sharp, simple, scalpel comprising sixteen digits that can cut the Gordian knot and free the individual to rise to her highest potential.
Please join the revolution…start by watching the launch video from link Brand Aadhar above; then visit the web site, and end by offering your help!