In a move aimed at making Aadhaar-related communication more accessible, relatable and people-friendly, the Unique Identification Authority of India (UIDAI) on Thursday unveiled a new official mascot named ‘Udai’. Designed to act as a resident-facing communication companion, Udai is intended to simplify complex Aadhaar information and strengthen public engagement with India’s foundational digital identity system.

The launch marks a symbolic shift for Aadhaar, one of the world’s largest biometric identification programmes, which has long been associated with technology, data, and governance but not with a distinct visual identity. With Udai, UIDAI hopes to give Aadhaar a recognisable face—one that can bridge the gap between citizens and a system that underpins access to welfare schemes, banking, telecom services, and numerous public and private sector services.

“Aadhaar has given identity to everyone, but until now, Aadhaar itself did not have an identity,” UIDAI chief executive officer Bhuvnesh Kumar said at the launch. “Now, Aadhaar has an identity.” According to Kumar, the mascot will help convey information in a simpler, more engaging manner, particularly for residents who may find official communication difficult to navigate.

UIDAI described Udai as a “resident-facing communication companion” that will appear across Aadhaar platforms, including the Aadhaar portal and the mobile application. The mascot is expected to be used in awareness campaigns, instructional material, digital interfaces and user interactions, helping residents better understand services such as enrolment, updates, authentication, and grievance redressal.

Explaining the rationale behind introducing a mascot, Kumar pointed to the power of branding and visual recall. “The purpose of a mascot is to help a brand reach out to people. If you look at popular mascots like Amul’s, the main idea is recognition and recall. Branding is the basic purpose,” he said. By adopting a friendly, consistent visual symbol, UIDAI hopes to improve trust, recall and ease of engagement with Aadhaar services.

The unveiling of Udai comes ahead of another major milestone for UIDAI: the launch of a new Aadhaar mobile application scheduled for January 28, which is celebrated annually as UIDAI Day. Kumar confirmed that the new app is currently in the testing phase and is expected to offer a more streamlined and user-friendly experience. The mascot is likely to play a visible role in the app’s interface and communication features.

Udai was selected through a national-level design and naming competition hosted on the MyGov platform, underscoring UIDAI’s emphasis on public participation. According to an official press release, the competition attracted 875 entries from across India, submitted by students, designers and professionals from diverse backgrounds. The entries went through a multi-stage evaluation process before the final design and name were chosen.

The mascot was formally unveiled at an event in Thiruvananthapuram by Neelkanth Mishra, chairman of UIDAI, who also felicitated the competition winners. Speaking at the event, Mishra said the launch of Udai reflects UIDAI’s broader effort to make Aadhaar communication more inclusive, relatable and citizen-centric. He emphasised that while Aadhaar is built on advanced technology, its success ultimately depends on how well people understand and trust the system.

Kumar echoed this sentiment, noting that the open competition itself reflected a core principle of Aadhaar—public participation. “Public participation builds trust and acceptance,” he said, adding that the enthusiastic response to the competition demonstrated how strongly people connect with Aadhaar as a public good. For UIDAI, involving citizens directly in shaping the system’s visual identity was also a way to reinforce transparency and ownership.

Deputy Director General Vivek C. Verma described Udai as both a companion and a narrator. “Udai will help residents connect with Aadhaar-related information more easily as the mascot begins its journey,” Verma said. He suggested that the mascot’s role would evolve over time, potentially becoming a familiar guide for residents as Aadhaar services continue to expand and adapt to new use cases.

The competition also recognised individual creativity from across the country. Arun Gokul from Thrissur in Kerala won the first prize in the mascot design category, while Idris Dawaiwala from Pune and Krishna Sharma from Ghazipur secured the second and third prizes respectively. For naming the mascot, Riya Jain from Bhopal won the top prize, followed by Idris Dawaiwala and Maharaj Saran Chellapilla from Hyderabad. The fact that contributors from different regions and backgrounds were among the winners reinforced the national character of the initiative.

Since its introduction, Aadhaar has become a central pillar of India’s digital governance architecture, enabling direct benefit transfers, reducing duplication in welfare schemes, and facilitating digital verification across sectors. However, it has also faced criticism and legal scrutiny over issues such as privacy, data security and exclusion. In this context, the launch of a mascot may appear symbolic, but UIDAI officials argue that communication and trust-building are as important as technology.

By giving Aadhaar a friendly, approachable face, UIDAI aims to demystify the system and make official information less intimidating. For millions of residents—particularly those with limited digital literacy—clear and relatable communication can play a crucial role in ensuring correct usage and reducing dependence on intermediaries.

The timing of Udai’s launch is also significant, as UIDAI continues to upgrade its digital infrastructure and expand services. The upcoming Aadhaar app, new authentication mechanisms, and ongoing efforts to improve grievance redressal all require effective communication with users. A consistent mascot, officials believe, can help unify these efforts under a single, recognisable identity.

While it remains to be seen how prominently Udai will feature in everyday Aadhaar interactions, UIDAI’s leadership is confident that the mascot will enhance engagement over time. As Kumar put it, Aadhaar has long been a powerful but impersonal system. With Udai, the authority hopes to add a human touch—one that makes India’s digital identity system easier to understand, easier to remember, and easier to trust.