Aadhaar gets a mascot as UIDAI launches ‘Udai’

The new mascot aims to make Aadhaar-related information simpler, more relatable, and easier to navigate for citizens, as UIDAI prepares to roll out a revamped Aadhaar app later this month to enhance user engagement.

The Unique Identification Authority of India (UIDAI) has unveiled ‘Udai’, a newly introduced mascot designed to make Aadhaar communication more accessible and citizen-friendly. The initiative is part of UIDAI’s broader effort to strengthen public engagement and improve awareness around Aadhaar services through visual storytelling and consistent branding.

According to UIDAI, ‘Udai’ will serve as a resident-facing communication companion and appear across Aadhaar platforms, including the Aadhaar app and official portal. The mascot is expected to play a key role in simplifying complex information and guiding users through Aadhaar-related processes. UIDAI leadership said the introduction of a mascot will help build stronger recognition and recall for Aadhaar as a public digital infrastructure.

Mascot to anchor Aadhaar’s digital outreach

UIDAI officials noted that while Aadhaar has become central to identity verification in India, it previously lacked a distinct visual identity of its own. ‘Udai’ is intended to bridge that gap by acting as the “face of Aadhaar” across digital and communication touchpoints. The mascot will also be integrated into the upcoming Aadhaar app, which is scheduled for launch on January 28, coinciding with UIDAI Day. The app is currently undergoing testing.

The mascot was officially unveiled at an event held in Thiruvananthapuram, where UIDAI Chairman Neelkanth Mishra highlighted the authority’s focus on making Aadhaar communication more inclusive and relatable for residents across the country.

National contest reflects public participation

‘Udai’ was selected through a nationwide design and naming competition hosted on the MyGov platform. UIDAI received 875 entries from students, designers, and professionals across India, which were evaluated through a multi-stage selection process. Officials said the open competition reflected Aadhaar’s foundational principle of public participation, helping build trust and acceptance.

Arun Gokul from Thrissur, Kerala, won the top prize for mascot design, while participants from Pune and Ghazipur secured the second and third positions. The winning name, ‘Udai’, was submitted by Riya Jain from Bhopal, with runners-up from Pune and Hyderabad. UIDAI said the mascot will gradually be rolled out across platforms as a companion and narrator for Aadhaar-related information.