Govt’s new Aadhaar campaign to mention PM Kisan Nidhi Scheme, earlier IT Return filing

A new TV and radio campaign on Aadhaar is expected to include the pitch that having an Aadhaar number will benefit crores of farmers spread across the country as they can get their yearly assistance of Rs 6,000 under PM Kisan Nidhi Samman Scheme directly into their Aadhaar-linked bank accounts.

The campaign, with mini-films and audio spots, will also focus on how Aadhaar is making filing Income Tax Returns (ITR) easier to “verify your ITR in a jiffy” and doing away with the need to send a physical copy to the processing centre in Bengaluru. This is the brief given for the campaign to prospective bidders this year after Aadhaar was made non-compulsory for a host of services after a Supreme Court order and limited only to government subsidies and services.