Protean eGov Technologies, before NSDL e-Gov, has awarded its media mandate to Lodestar UM, an IPG Mediabrands India network, following a competitive multi-agency pitch. Protean is a pioneer and leader in Digital Public Infrastructure, regtech, and Open Networks. Lodestar UM’s mandate for Protean spans the entire media spectrum across mainline, digital, out-of-home, and special projects. Lodestar UM’s expertise in crafting differentiated media strategies played an important role in gaining this mandate.

With this new partnership, Lodestar UM aims to enhance Protean eGov Technologies' brand recognition besides advancing their objective of creating an inclusive digital India. Lodestar UM CEO Aditi Mishra said, "We are thrilled to embark on this new partnership with Protean, a company that has been driving positive change through innovative technology solutions for years. Our team is committed to maximizing their brand presence and communicating their impactful contributions to Indian society."

Protean eGov Technologies MD and CEO Suresh Sethi said, "We are delighted to join hands with Lodestar UM at a time when we are transforming and embarking on a journey to empower the next billion through new technologies. On our mission of Financial and Social inclusion, I am sure this partnership will help our message reach the last mile, inculcate behavior change, and accelerate the adoption of new technology as we continue to build the foundational digital infrastructure for India and the world."

Protean eGov Technologies Chief Marketing Officer Gaurav Ramdev added, "Our partnership with Lodestar UM comes at a pivotal moment when we at Protean are ushering in the new and actively driving digital transformation across various sectors. We look forward to their partnership and experience in building disruptive media strategies that will help us reach out to a billion people and deliver powerful consumer and customer experiences."

Since its inception 28 years ago, Protean has pursued the vision of being a builder of population-scale eGovernance technology that improves the ease of doing business, promotes financial and social inclusion, and eases living for its citizens. The company has played a pivotal role in Tax Infrastructure modernization (PAN Cards, TIN), establishing the Pension Infrastructure, Digital IDs, Data stack, and Account Aggregator, and contributing to building new-age Open Digital ecosystems (ODEs) across diverse sectors ranging from digital commerce (ONDC), mobility, healthcare, agriculture, education, and skilling.