Petroleum ministry, UID Authority sign MoU to curb petroleum pilferage

New Delhi: Aiming to curb pilferage of public distribution scheme (PDS) kerosene and domestic liquefied petroleum gas (LPG), the Unique Identification Authority of India (UIDAI) and the petroleum ministry today signed a memorandum of understanding (MoU) to facilitate close coordination on the 'Aadhaar' project.

As per the MoU, oil marketing companies Indian Oil Corporation Ltd (IOCL), Bharat Petroleum Corporation Ltd (BPCL) and Hindustan Petroleum Corporation Ltd (HPCL) will act as registrars for the UIDAI on behalf of the ministry for implementation of the project.

The 12-digit unique number that the UIDAI will generate will be combined with the smart-card project of the oil ministry for distribution of PDS kerosene and domestic LPG through biometric identification of beneficiaries.

"This would help in accurately identifying users and beneficiaries of the services rendered by the three oil firms and have uniform standard and process for their verification and identification," a senior official of the ministry said.

UIDAI chairman Nandan Nilekani said Rs50 will be given to the oil companies for every enrolment done.

At present, there are more than 11.5 crore LPG customers in the country and it is envisioned that by the year 2015, there would be 16 crore LPG customers.

"This partnership is something we are looking forward, which will help in de-duplication and authentication," Mr Nilekani said, adding that the focus would be on BPL families and village communities.

The ministry said the de-duplication process and the online authentication that the UIDAI offers will enhance the efficiency of oil companies in delivering services to the increasing customer base.

"The biometric smart-card based distribution of PDS SKO (superior kerosene oil) and LPG pilot project will be executed along with the state government of Andhra Pradesh. The initial pilots would be held in the city of Hyderabad, Mysore and Tumkur. Selected blocks in the city of Pune are also proposed to be covered under the pilot," it said.

The MoU was signed by Apurva Chandra, joint secretary in the oil ministry, and K Ganga, deputy director general, UIDAI. Present on the occasion were oil minister Murli Deora, Mr Nilekani and minister of state for oil Jitin Prasada, besides other senior officers.


Cadbury Dairy Milk: Is this shubh aarambh?

 The chocolate maker has been milking a number of ideas — but the new commercial is a tad juvenile 

'Kuchh Meetha Ho Jaaye'. 'Pappu Pass Ho Gayaa'. 'Aaj Pehli Tareekh Hai'. Cadbury Dairy Milk has been bombarding us with all sorts of messages for the past few years. Perhaps they still have to figure what they really want to tell us. In their defence, the Cadbury guys would say the various messages are manifestations of the same idea. Even so, simple advertising logic suggests the brand must stand for one thing, it must state that, and stick with it. Then different creative interpretations can follow. Especially so in the case of a simple product like chocolate (I mean, they aren’t selling us mainframe computers!).
Well, even as we were reeling under all these messages, in comes a new one:
Shubh Aarambh’. This one asks us to forget Lord Ganesha (okay, okay, that’s my naughty addition!), and start a new activity in life with Cadbury Dairy Milk chocolate. And no, the situation in the new commercial doesn’t show people launching careers, marriages or new homes… it’s only a dude using a corny pick-up line to do a ‘Shubh Aarambh’ to a brand new date.
The TVC is set at a bus stop. A young, teenage-ish girl is seen munching on her Cadbury Dairy Milk. The chap, also apparently waiting for a bus, demands to have a bite of the chocolate. (That’s it! I am never gonna eat Cadbury Dairy Milk at a public place from now!) Of course, the girl refuses; she clearly isn’t into supporting begging. The mama’s boy then uses that silly pick-up line. That his mommy says to start all new adventures with a Cadbury Dairy Milk. The girl melts and hands the chap a choc slab. And asks what new mega project is the dude starting out. He coyly says the new project is to drop her home! And that’s it, the girl falls for it!
Yes, yes, I know the commercial isn’t targeted at fossils like me, yet, you have to admit the idea is pretty juvenile and un-sweet. And it’s not even a smart pick-up line. If Cadbury Dairy Milk did want to equate ‘Shubh Aarambh’ with dating ideas, the least they should have done was to come up with witty, interesting, surprising executions. So this clearly isn’t a shubh aarambh to the new expression.
Bottom-line: Sure, ‘Shubh Aarambh’ can become a good brand property with smart extensions of the thought. And then Cadbury Dairy Milk should stick with it for some time, to give it a chance to live. Lord Ganesha would agree!




6 years ago

i just love cadbury . if anyone keeps many cadburies i will eat all. its a challenge.but before doing this i will eat one cadbury for SHUBH AARABH

pranjal singh

7 years ago

pls can u tell me the girls name in New Cadbury Dairy Milk ad. Shubh Aarambh.



In Reply to pranjal singh 6 years ago

her name is Umang Jain.


7 years ago

i love this girl plz send more her pic

love rajput

7 years ago

i love thz girl because my gf is look same like her..........pls any one tell wts her name plsssssssss......................................


7 years ago

this is another useless review. maybe written by a nestle chocolate lover. make life dude.


7 years ago

Mr. Thakraney,
I wouldn't say this column is well-argued. In fact, it comes off as a tad-bit forced. Your "naughty addition" should have been your naughty admission when you say you are " not going to eat your Dairy Milk in public". Of course, you are not looking for young boys to throw "corny" pick up lines at you! The ad is humourous. It DOES bring back memories of those spoonfuls of sugar before school exams shoved into our mouths by our mothers. And yes, without much effort it makes sugar-synonymous-with sweet-synonymous-with-Dairy Milk which is a necessity (according to many moms) for success in a venture. Whether that venture is battling calories that come with sweets, or getting a girl to smile at you, is an entirely different matter altogether.

Geordie Job Pottas

7 years ago

This ad makes the product selling without any damage to the social fabric. Why the need to criticize each and everything?


7 years ago

In this age of social networking this advertisement would work. This generation stands for instant gratification & thats what the advertisement conveys , the girl obliges instantly !!!.


7 years ago

True, true - and the other ad, the 5-star two idiots meet each other after years - message you get is that if you eat 5-star then you will remain an idiot and daft . . . for a long time.



In Reply to malQ 7 years ago

I like your observation on the 5-star ad... it does convey that message.

NSE in partnership talks with Tokyo Stock Exchange

New Delhi: The country's premier bourse, the National Stock Exchange (NSE), is in talks with the Tokyo Stock Exchange for a possible partnership to cross-list key products on each other's platforms, reports PTI.

"We are in talks with the Tokyo Stock Exchange for a mutual partnership," a NSE spokesperson told PTI today.

She, however, did not elaborate on the details, saying "the talks are at an initial stage."

Earlier, on 28th July, the NSE and the London Stock Exchange (LSE) entered into an agreement to evaluate the option of cross-listing their key indices on each other's platforms.

Under the agreement, the two exchanges will explore the feasibility of an agreement under which the FTSE Group may license the FTSE 100 Index to the NSE and the Indian bourse may license its benchmark Nifty-50 to the LSE for trading purposes.

If cross-listing with LSE happens, this would be the first time that FTSE 100 scrips would be available for trading on an Indian bourse.

The FTSE 100 index comprises the 100 most highly capitalised blue chip companies incorporated in the UK, representing about 81% of the UK public market's capitalisation.

The move comes days after the NSE's benchmark Nifty index started trading on the Chicago Mercantile Exchange (CME). The CME launched future contracts on the Nifty-50 on 19th July after entering into a cross-listing agreement with the NSE.

The NSE-LSE agreement is also seen as an important move because the NSE's main rival—the Bombay Stock Exchange (BSE)—had recently entered into an agreement for listing of Sensex F&O derivatives on the Frankfurt-based Eurex.

The 30-share Sensex will be available for trading on the Eurex from 4th October.


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