Draft

Ministry of Rural Development

(MoRD)
Government of India

Krishi Bhavan, Dr. Rajendra Prasad Road,

New Delhi - 110001
TENDER FOR SUPPLY/INSTALLLING DISPLAY UNITS OF
CREATIVE/ADVERTISEMENTS THROUGH REPUTED PUBLIC RELATIONS
AGENCIES
AT GOVERNMENT PROMOTED CITIZEN SERVICE CENTERS IN
SELECTED DISTRICTS OF COUNTRY
Ministry of Rural Development (MoRD), Government of India, intends
to select creative/advertising/PR Agencies for the various job requirements
for the MoRD and its media centers across India for a period of two years,
extendable for another one year.
Details regarding eligibility criteria, selection process, scope of work
and other details for the selection, along with the application form, can be
downloaded from MoRD's website http://rural.nic.in/. Interested agencies
may submit their applications in 2 envelope system, it may clearly be
noted that the Envelope ' will comprise of Technical Proposal and
Envelope 'B' shall have bid schedule. The duly filled in and completed
proposals in all respect along with their credentials in sealed envelopes
(Neatly written in caps on both the envelopes- " TENDER FOR
SUPPLY/INSTALLLING
DISPLAY
UNITS
OF
CREATIVE/ADVERTISEMENTS THROUGH REPUTED PUBLIC RELATIONS
AGENCIES AT GOVERNMENT PROMOTED CITIZEN SERVICE CENTERS
IN SELECTED DISTRICTS OF COUNTRY") addressed to the Incharge
Officer/Director, Room No...................Tel. No. .................................. Ministry
of Rural Development, Government of India, Krishi Bhawan, New Delhi-110
001, latest by --------------------.
Application form for the work can be had by way of non
refunding payment of Rs. 20,000/- thorugh crossed DD in favour of
The Director, Ministry of Panchayat & Rural Development,
Government of India.
The agencies fulfilling the eligibility criteria shall be called for
presentation for the purpose of selection.

Director
Ministry of Panchayat & Rural
Development

TENDER FOR SUPPLY/INSTALLLING DISPLAY UNITS OF

CREATIVE/ADVERTISEMENTS THROUGH REPUTED PUBLIC RELATIONS
AGENCIES
AT GOVERNMENT PROMOTED CITIZEN SERVICE CENTERS IN
SELECTED DISTRICTS OF COUNTRY

Key Dates and Activities

1. Date

of
Start
purchase..............................................

of

tender

2. Cost of tender Rs. 20,000/- (Non refundable)

3. EMD required to be deposited with the Technical Proposal
"Envelope-A" Rs. 2,00,000/-.

4. Last Date and time of depositing Technical and Financial

Proposals ....................... before ............................

5. Date of evaluation of technical proposals...............................

6. Tentative Date of making presentations before the Ministry by
the
identified
agencies .....................................

7. Date

and

of
opening
of
Documents...................................

scrutinized

Financial

Bid

Note: The Envelope A and Envelope B shall be properly sealed and

then need to be kept together superscribing the following Proposal for "TENDER FOR SUPPLY/INSTALLLING DISPLAY UNITS OF
CREATIVE/ADVERTISEMENTS THROUGH REPUTED PUBLIC RELATIONS
AGENCIES AT GOVERNMENT PROMOTED CITIZEN SERVICE CENTERS
IN SELECTED DISTRICTS OF COUNTRY"

TENDER FOR SUPPLY/INSTALLLING DISPLAY UNITS OF

CREATIVE/ADVERTISEMENTS THROUGH REPUTED PUBLIC RELATIONS
AGENCIES
AT GOVERNMENT PROMOTED CITIZEN SERVICE CENTERS IN
SELECTED DISTRICTS OF COUNTRY
Ministry of Rural Development, Government of India

Ministry of Rural Development plays a pivotal role in the overall

development strategy of the country. The vision and mission of the
Ministry is sustainable and inclusive growth of rural India through a
multipronged strategy for eradication of poverty by increasing
livelihoods opportunities, providing social safety net and developing
infrastructure for growth. This is expected to improve quality of life in
rural India and to correct the developmental imbalances, aiming in
the process, to reach out to most disadvantaged sections of the
society.
The aims of the Ministry of Rural Development are:
1. Providing livelihood opportunities to those in need including
women and other vulnerable sections with focus on Below Poverty
Line (BPL) households.
2. Providing for the enhancement of livelihood security of households
in rural areas by providing at least 100 days of guaranteed wage
employment in every financial year to every household demanding
it.
3. Provision of all weather rural connectivity to unconnected rural
habitations and upgradation of existing roads to provide market
access.
4. Providing basic housing and homestead to BPL household in rural
areas.
5. Providing social assistance to the elderly, widow and disabled
persons.
6. Providing urban amenities in rural areas for improvement of quality
of rural life.
7. Capacity development and training of rural development
functionaries.
8. Promoting involvement of voluntary agencies and individuals for
rural development.
9. Restoring lost or depleted productivity of the land. This is done
through watershed development programmes and initiating
effective land reform measures for providing land to the landless
rural poor.
Vision

Sustainable and inclusive growth of rural India

Mission
Sustainable and inclusive growth of rural India through a multi
pronged strategy for eradication of poverty by increasing livelihood
opportunities, providing social safety net and developing
infrastructure for growth and improvement of quality of life in rural
India .
ELIGIBILITY CRITERIA
The following are the eligibility criteria for selection of agencies. The agency should have

1)

2)
3)
4)
5)
6)
7)
8)
9)
10)

Full Accreditation of Indian Newspaper Society (INS) for Press

Advertisement and Prasar Bharti accreditation for electronic
media advertisement (Documentary evidence to this effect
should be enclosed).
Full-fledged office established in New Delhi and with state-ofthe-art infrastructure and manpower / creative personnel /
department.
Pan India presence with offices at least in major metros so as to
enable prompt delivery of material for country wide
publication/media/PR related works of MoRD.
Resources to handle full-fledged multi-media multi-lingual
publicity campaigns with high standard of creativity in
advertising befitting the expectations of MoRD.
Capability of innovative online marketing techniques and
evaluation of the online marketing vis-a-vis MoRD's promotional
strategies.
Proficiency and proof reading facilities in major Indian
languages.
Minimum 5 years experience in advertising and PR with
experience of work undertaken for government/public sector
undertaking.
Annual turnover of at least Rs.20 Crores for 3 years
((Documentary evidence (Audited Annual Report of the last 3
financial years) to this effect should be enclosed))
Should have handled at least two or more national level
campaigns in the current financial year. (Documentary evidence
to this effect should be enclosed.)
The advertising & PR agency applying for selection should not
have been blacklisted by any organization at any point of time.
(An undertaking in this regard should be submitted duly signed
by the Chief of the Organisation).

SELECTION PROCESS:

The proposals are sought under 2 Envelope System. Firstly the Technical proposal of the
agency will be scrutinized and the agencies qualifying at this stage shall be called for further
process. This process shall be further followed by a three-stage process before evaluating
the financial bid of the respective organization. The process is enumerated as under:-

1)
2)

3)
4)

5)

First the Ministry of Rural Development (MoRD) will short list the agencies on the
basis of their meeting the eligibility criteria.
Short-listed agencies will, in the second stage, will be required to make two sets
of presentations:
A) Agency's presentation focusing on company's profile, turnover, clients, creative
team & infrastructure and agency's published/released creative/advertising
campaigns/PR work etc. during last 2 years.
B) Presentation/Proposal as to what the concerned agency intends to provide to
MoRD based on the scope of work listed subsequently in this document.
Agency will be required to submit soft copy of the presentation containing the above
components to the Director, MoRD.
Agencies short-listed on the basis of creative presentation will be called for one to
one interaction with the committee designated by MoRD in this regard, for finalization
of selection with the body and for opening the Financial Bid of the prospective
organization for final selection.
It will be the prerogative of the Director, MoRD to reject or accept any bid/tender of
any application without assigning any reason.

Objectives of the Assignment:

To position MoRD as country's premium organization in bringing better lives to rural

masses
To increase visibility of Departments presence in the minds of rural people.

To help MoRD reach out to grass roots in professional and effective manner.
To nurture & enhance the profile of MoRD, consistent with its size, stature and
performance amongst the people in general.
To change stakeholders perceptions and align it to MoRD's objectives.

Target Audience

Rural masses, farmers, citizens, laborers, men women and children.

Vernacular/national/international media as and when desired.
Rural community, ministry and Government Authorities
Other stakeholders.

SCOPE OF WORK:MoRD's promotional campaigns comprise to drive messages for mass awareness generation
by full-fledged multi-media, multi-language campaigns involving creativity. For this objective
the Ministry wishes to reach out to the rural masses with an innovative idea of installing
standies, standing display units etc at the Citizen Service Centers of the respective
Governments which are used to provide several citizen services to the people, MoRD intends
to reach out to those people frequenting there. To begin with this the MoRD is desirous to
install the display advertisements approved by the Ministry to selection locations of
previously identified Districts of the Country whose names are appended herewith separately.
The number of Districts could be changed in due course as per the need and requirement of
the Ministry of Rural Development in an attempt to reach out the rural masses as per the
desired rate.
Job Requirements

1.
2.
3.
4.

5.
6.
7.
8.
9.
10.
11.
12.

Conceptualizing, designing and/or production of: (i) Corporate brochures/pamphlets/

folders/letter heads, Posters, Banners, Print, Radio/TV and digital Ads and other
promotional collaterals and their display at desired places as per the need of MoRD.
Conceptualizing promotional campaigns for MoRD from time to time and designing
and/or producing the required collaterals.
Releasing messages at desired locations with desired form of advertisement and
medium.
Developing all editorial communications to be disseminated to the media including
information kits, press releases, backgrounders, features and arranging the coverage
of stories around MoRD in desired medium and at Ministry's assigned places, like
citizen service centres etc.
Popularizing MoRD events through the display units.
Portraying and displaying messages of Ministry at places of strategic importance in
view of the Ministry.
Drafting and designing communication matters as per requirement of MoRD.
Scripting & production of messages in desired languages i.e. in English, Hindi & other
major regional languages and organizing their propagation.
Establishing partnerships with other parastatals as expected by the Ministry.
Production of publicity kits for the media/corporates.
Designing of modes of spreading messages as per requirement of Ministry.
Any other relevant assignments/jobs which MoRd may entrust in achieving the
objectives / mandate of Ministry.

PERFORMANCE SECURITY DEPOSIT

A Performance Security Deposit of Rs.2,00,000/- (Rupees Two Lacs Only) in the form of
Demand Draft made in favour of "Director MoRD" covering the period of contract has to be
made along with the tender document.
Penalty:
MoRD will have the sole right to impose penalty for deficiency in services on the
following grounds:
1. If the agency fails to complete the work in the scheduled time-frame, MoRD will be
at liberty to get the work done from other advertising agencies at the risk and cost
of the defaulting agency and may also impose penalty on it.
2. MoRD reserves its right to deduct appropriate amount from the bill in case the work
undertaken by the agency on behalf of MoRD if found substandard or unsatisfactory
or not as per the specifications given
by MoRD.
3. In case of default on the part of agency, MoRD shall reserve the right to forfeit the
security deposit either in part or full, besides any other action(s) as deemed fit.
4. If the service provided by the agency is found to be unsatisfactory or if at any time it
is found that the information provided for selection is false, MoRD reserves the right
to remove such agency from the selectled agnecy's list along with forfeiture of
security.

LIST OF DOCUMENTS TO BE ENCLOSED WITH THE APPLICATION

1. Brief profile of the creative/advertising/PR agency and experience in the relevant
field. (Minimum 5 years of experience - attach business profile of agency).
1. Agency structure (whether partnership firm/sole proprietor/a limited company etc.)

2.

Principal places of business, that, the head office and their branch offices with
detailed addresses and contact numbers.

2.

Profile of its managerial team handling publicity work, their qualifications and
experience.
3. Details of their accreditation with Indian Newspaper Society (INS) / Prasar Bharti
along with the date of each accreditation (Full Accreditation) and whether it is
current.
4. Details of membership with other professional organizations/associations and
international alignments, if any.
5. Details of experience in dealing with Govt. institutions, Government of India
undertakings, service organizations and professional education bodies.
3. List of clients.

4.
5.
6.

Samples of creative work undertaken for major organization in the previous year.
Details of experience in production of video spots/commercials/films undertaken.

Proof of Annual turnover (minimum Rs. 20 crores per annum) of the agency
along with the gross billing in preceding financial years duly certified by a chartered
accountant.
7. Solvency certificate from its banker with Latest Income Tax, Sales Tax, Service Tax,
etc., clearance and its permanent account number and published balance sheet for
the past three years.
13. Copy of Registration / Trade Certificate.

14. Details

of experience in any other mode of advertising, such as, sponsorship and

participation in major events, outdoor publicity through hoardings, street plays, and
any other informal mode of publicity.
15. Letter of appreciation from 5 Govt./PSU Clients (if available).

16. Applications

received after due date & time or without necessary documents will be
rejected.
17. Any other information that the agencies may like to provide.
Please note that inability of submitting any of the documents (duly signed by the authorized
signatory of the agency) listed above may disqualify the agency from intended assignment.
TERMS & CONDITIONS
1. Agency will be selectled for two years; however this period can be extended at the
discretion of MoRD. There shall be an option to renew the selection for a further period of
one year based on satisfactory performance and with the existing terms and conditions.
2. MoRD will have the right to debar any agency form the selected list without assigning any
reason whatsoever. MoRD also reserves the right to modify the term and conditions for
selectled agencies.
3. The selectled advertising agency is expected to maintain high level of professional ethics
and will not act in any manner, which is detrimental to MoRD's interest. Agency will
maintain confidentiality on matters disclosed till proper instruction is issued for
publication. MoRD reserves the right to impose penalty in case of any violation of the
above.
4. The agency should be able to execute all kinds of advertising assignments in Print, Radio,
TV, Internet, Social Networking Sites or any other medium. The ads ought to be
released/carried on approved rates for this purpose.
5. For selection of artwork for Ads will be entirely on MoRD's discretion and MoRD will not
pay charges for submission of artwork.
6. Artwork/commercial will be the property of MoRD once approved and it can be repeatedly
used in different media as it deems fit.
7. MoRD will have the right to make necessary modification and decision to change the
locations etc for the work on short notice as per requirement and in order to harness the
potentials.
8. Selectled Agencies shall ensure that they have the copyrights of photographs/designs
etc., that they use and MoRD shall not be responsible for any copyright violation.

9.

It shall be the responsibility of the agency to release all the advertisement as approved
and in the minimum possible and allocated space.
10. All the advertisements concerning the Ministry shall be issued with the prior approval of
the MoRD.
11. The approved designs will be given by the ministry to the agency which it will install for
display.
12. If the advertisement is misprinted or published/aired/mounted differently from the
approved one, the agency will publish corrigendum/correct advertisement etc., thereof
at their own cost at the earliest (within a week).
13. Translation of the advertisement matter wherever required, will be done by the agency
free of cost and the Agency will be responsible for the same.
14. Payment shall be made within 15 days after receipt of the final bill, duly supported by all
the newspaper clippings (in original), vouchers and publication bills. The payment will be
made strictly as per the DAVP rates or rate approved by MoRD.
15. The service tax will be paid extra at the rate determined by Govt. of India from time to
time. The agency will have to deposit the service tax to the Government and submit
documentary evidence of such deposit
to MoRD.
16. No extra payment shall be made to the agency for conceptualization, creation, designing
and development of the Ads and related collateral issued/released through the agency to
newspapers/magazines/radio/TV.
17. Charges for specific activities like production of films, audio-visual material designing of
brochures and Public Relations activities etc., will be considered on case to case basis
which will be decided with the prior approval of the MoRD.
18. Apart from Headquarters at New Delhi, the agency will be required to provide services to
our media centres/consortium members across the country.
19. The performance of agency shall be regularly reviewed on the key parameters of
creativity, initiative, competency, response time and service quality. In the event that
agency fails to meet requirements, MoRD shall be constrained to terminate the work
order.
20. The MoRD reserves the right to select any other advertising agency or cancel your
selection without assigning any reason thereof even before expiry of the period of work
order.
24. Selectled agency will not be allowed to engage any other sub-agency or transfer the
selection to any other agency.
25. MoRD does not guarantee any minimum business or assignment which will depend on the
requirements, financial resources available and your performance.
26. In case of any dispute arising out of the terms and conditions of contract or assignment,
the matter shall be referred to the Sole Arbitrator to be appointed by the Director, MoRD
and the award of the sole arbitrator will be binding on both the parties to this agreement.

27.In case any dispute or differences arise between the parties with
regard to intents and meanings of the work, or any part thereof or
relating to performance of this tender. The place of arbitration
shall be New Delhi and will be subject to the Jurisdiction of New
Delhi City Courts.
28. The decision of Director, MoRD will be final in all matters relating to the selection of
Advertising & PR Agencies.

29. No financial liability of any type is created by issuance of the letter of selection.
30. All amounts need to be mentioned in Indian Rupees. Proposals mentioned in other
Indian Rupees shall not be considered under any circumstance.

than

CHECK LIST FOR

TECHNICAL PROPOSAL

(This proposal needs to be presented in

Envelop-A and
Note: Demand Draft towards EMD be attached with it)
In case the Demand Draft is not attached with this proposal the
candidature of the agency shall be summarily rejected
(To be attached along with the Application for selection):

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Profile of the Advertising & PR Agency & Its Management Team

Copy of Registration / Trade Certificate
Copy of Full Accreditation Certificate of Indian Newspaper Society & Prasar Bharti.
Solvency certificate from its banker with Latest Income Tax, Sales Tax, Service Tax,
etc., clearance and its permanent account number and published balance sheet for
the past three years.
Letter of appreciation from 5 organisations (Government/PSU/Educational Institutions
and Professional Educational Institutes) regarding Advertising & PR Work.
Certificate in regard to minimum 5 years experience in Advertising and PR work
Audited Annual report and certificate from the Chartered Accountant for Annual
Turnover of Rs.2 crores.
Documentary Evidence (Samples of creative duly attested by concerned organisation)
for two or more National Advertising & PR Campaigns handled by the Agency in the
lastfinancialyear.
An Undertaking from the Chief of the Organisation that the Agency has not been
BLAKLISTED by any organization at any point of time.
USP's of the Agency
Any other information that the Agencies may like to Provide (Please Specify)

FINANCIAL PROPOSAL

(This proposal needs to be presented in

Envelop-B

Please quote rates in Indian Rs. only

inclusive of all taxes only service tax shall
be paid extra as per Clause No. ......... of
this tender.

Rate List
1.
2.
3.

Rates
for
item
1............................................
Rates
for
item
2............................................
.................................................................
......