Request for Proposal (RFP) 6(1)2007-EG-I EMPANELMENT OF

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					                     Request for Proposal (RFP)
                          6(1)/2007-EG-I

EMPANELMENT OF ADVERTISING AGENCIES FOR NeGP UMBRELLA CAMPAIGN




                             JUNE 2007




                 Department of Information Technology
         Ministry of Communications & Information Technology
                         Government of India
                          Electronics Niketan,
                            6-CGO Complex,
                          New Delhi-110003
                                         TABLE OF CONTENT




SECTION I: DATA SHEET ................................................................................. 3

SECTION II: BACKGROUND ............................................................................. 5

SECTION III- CAMPAIGN REQUIREMENTS ...................................................... 6

SECTION IV: ELIGIBILITY CRITERIA .............................................................. 8

SECTION V- SELECTION PROCEDURE ............................................................ 10

SECTION VI: TERMS OF REFERENCE .............................................................. 13

SECTION VII: GENERAL CONDITIONS OF CONTRACT (GCC).......................... 14

FORM I: COVERING LETTER (ON THE RESPONDANT’S LETTER HEAD) ........... 20

FORM II: TECHNICAL BID ............................................................................. 21

FORM III: SUPERVISION & CREATIVE FINANCIAL BID ................................. 22

FORM IV: FINANCIAL DETAILS FOR TURNOVER (AS PER AUDITED BALANCE
SHEET).......................................................................................................... 23

FORM V: SUMMARY OF SOCIAL CAMPAIGN EXPERIENCE............................... 24

FORM VI: CHECKLIST .................................................................................... 25




                                                   -2-
                        SECTION I: DATA SHEET



2.1    Name of the Client: Department of Information Technology,
       Ministry of Communications and IT, Government of India

2.2    Pre Qualification, Financial Proposal, Technical Proposal to be submitted
       together with (in separate sealed envelopes): Yes
       Name of the assignment is: "Empanelment of Advertising Agencies
       for NeGP Umbrella Campaign”

2.3    Date, and time of Pre-Bid meeting: July 4, 2007, 3 PM, CEG Conference
       Room, DIT

2.4    Date & time of submission of proposal: July 17, 2007, 3 PM

2.5    Date & time of opening of proposal: July 18, 2007, 11 AM

2.6    Venue for Pre Bid meeting – CEG Conference Room, 1st Floor,
       Department of Information Technology, Electronics Niketan, 6 CGO
       Complex, Lodhi Road, New Delhi 110 003
       The Client’s representative is: Shri. Rajesh Malhotra
       Director, Media & Communications , MCIT

2.7    Place of Opening of Technical Proposals:
       Shri Rajesh Malhotra
       Director, Media & Communications, Ministry of Communications &
       Information Technology
       e-Governance Group
       PMU, 4th Floor, Electronics Niketan, 6-CGO Complex
       New Delhi-110003
       Tel: 011-30481603/24301935; email: Vineeta@negp.gov.in

2.8    Validity Period of the Technical and Financial Proposals: Proposal
       must remain valid 90 (ninety) days after the submission date

2.9    Clarifications may be requested not later than 7 days before the
       submission date.
       The address for requesting clarifications is:
       Shri Rajesh Malhotra
       Director (Media & communications)
       Programme Management Unit
       4th Floor
       Department of Information Technology
       Government of India
       Electronics Niketan, 6-CGO Complex
       New Delhi-110003
       Tel: 011-30481603/24301935; email: Vineeta@negp.gov.in

2.10   Amounts payable by the Client to the Consultant under the contract to be
       subject to local taxation: Yes .
       The Client will reimburse the Agency for any such taxes paid by the
       Consultant. Yes, As per actual




                                  -3-
2.11   Agency must submit the original and one additional copy of the Pre
       Qualification, Technical and Financial Proposal with each proposal sealed
       separately. In case of any discrepancies between the original and the
       copy, the contents of the original bid shall govern.

2.12   The Proposal submission address is:
       Shri Rajesh Malhotra
       Director ( Media & Communications)
       Programme Management Unit, 4th Floor
       DIT of Information Technology, Government of India
       Electronics Niketan, 6-CGO Complex, New Delhi-110003
       Tel: 011-30481603/24301935; email: Vineeta@negp.gov.in

2.13   Proposals received after the stated time and date would not be
       considered and would be returned unopened.

2.16   Expected date for contract negotiations and finalization: August 30, 2007




                                  -4-
                               SECTION II: BACKGROUND




Background

The National e-Governance Plan (NeGP) is a major initiative of the Government of India
for ushering in e-Governance for improving the quality of basic governance, on a
massive scale in areas of concern to the common man. The National e-Governance Plan
(NeGP) has been formulated by the Department of Information Technology, keeping this
priority in mind. It presently consists of 8 Components and 27 Mission Mode Projects
(MMPs) to be implemented at the Central, State and Local Government levels. The vision
of the National e-Governance plan is to make government services accessible to the
common man in his locality through common service delivery outlets and ensure
efficiency, transparency and reliability of such services. The plan would especially be
very relevant for all citizens particularly those living in rural areas, and has the potential
to transform the socio-economic landscape of rural India. This would not only provide
many conveniences at the doorstep of citizens but would also empower them like never
before.

For the first time a concerted effort is being made to take Information Technology to the
masses. While India is leading country in the IT sector globally, the benefits of the IT
revolution have not fully percolated to the everyday life of the common man, particularly
those in rural areas. The plan seeks to take the benefits of IT to the man on the street
thereby improving his quality of life. The plan also provides an opportunity and a trigger
for line ministries/departments to significantly re-engineer archaic processes in order to
deliver services effectively to citizens leveraging the power of modern technology.

A set of 27 projects in all have been identified at the central, state and local levels taking
into consideration the interface various ministries/departments have with the citizens as
well as their administrative importance. These projects will be implemented in a Mission
Mode and are at the heart of the e-Governance plan.

Whereas line ministries/departments would be working within their setup towards
providing various services to the citizens, the DIT is responsible for providing the
common core and support infrastructure for making these services web-enabled and
delivered at the doorstep of the citizen. This infrastructure consists of three main pillars.
1. Establishment of an unprecedented 1 Lac+ Common Service Centres predominantly
in the 6 Lac villages of the country, with an equitable geographical spread, is proposed.
These centres would enable rural citizens to access to the various e government &
private services. Setting up such a huge delivery mechanism requires unprecedented
network and data support.
2. State Wide Area Networks (SWAN) are being setup to provide 2 Mbps connectivity up
to block level.
3. State Data Centres form the third pillar of the plan.

The plan also provides an opportunity and a trigger for line ministries/departments to
significantly re-engineer archaic processes in order to deliver services effectively to
citizens leveraging the power of modern technology. For further details log on to
www.mit.gov.in




                                           -5-
                     SECTION III- CAMPAIGN REQUIREMENTS


Why Campaign

Common man in the country is largely unaware of the benefits and potential of ICT in his
day to day life. The benefits of e Government applications are generally unknown. There
is a tremendous need to update the citizens to demand better services from the
Government.

True appreciation of e-Governance would come when its impact is reflected in
accountability and transparency in activities at the grassroots level and determining
greater public participation. The challenge is to build awareness amongst people
regarding the Common Goals of NeGP. It should result in increased participation from
people, so that providing services does not remain an option for the central, state and
local Governments. The demand so generated for such services should force the Govt. to
upgrade its systems faster.

A massive awareness campaign is therefore required to be launched to educate people
about what ICT can do to improve their lives as well as empower them. The citizen can
look forward to:

      Increased access to government services
      Clearly defined service levels
      At his doorstep
      Increased efficiency
      Enhanced transparency
      Improved reliability
      Affordable cost
      Increased empowerment
      Bridging the digital divide

To ensure that the citizen do get these services there is a need to sensitize the Govt.
machinery including the decision makers – Politicians and the bureaucrats. These
persons would be provide the crucial driving force within their respective departments to
implement e-governance programme components, whether it is process reengineering,
defining service levels or installing equipment.

The middle level in the government, have been traditionally seen as the biggest
stumbling block, as process reengineering is perceived to take away so me of the powers
that these people enjoy in their public dealings. A special awareness campaign targeting
this group would also be needed.

Target Audience

Decision makers
Implementers/change Managers within Government
Citizen
Businesses

Objectives

The main objectives of the National NeGP campaign are as follows:

      Create awareness about NeGP and its components



                                        -6-
      To undertake a national level Behaviour Change Communication campaign on
various aspects of the e-governance in India.
      To formulate a national level strategy that should synergise with the awareness
and communication programmes of MMPs and States.
      To facilitate better inter-sectoral response at the central/state level
      To promote e-government among top level political and bureaucratic setup and
other sectors like industry and media through Advocacy and PR
      To conduct research in terms of pre-testing/ monitoring & evaluation / impact
assessment of the National e-government awareness campaign

Tasks

The main tasks of the advertising agency are as follows:

I.        Communication Needs Assessment

The agency is required to conduct and exhaustive CNA and based on the CNA, come up
with a research methodology and conduct research across the country with various
target groups in order:

 To identify the target groups/audiences/segments for addressing e-government
related communication. e.g. decision makers (politicians, bureaucracy, media, industry),
change managers/implementers (middle level and front-end bureaucracy) and citizen
and businesses
 To understand knowledge, awareness, attitudes and practices about e-government
 To understand reasons for beliefs, habits and opinions about e-government
 To understand type, extent of the myths and misconceptions about e-government
 To understand the information seeking behaviours with respect to e-government
 To understand the factors that affect and influence behaviours among various target
groups
 To understand perception of information gatekeepers and influence groups, opinion
leaders for e-government
 To identify barriers and facilitating factors for effective e-government communications
 To assess current communication activities/initiatives/efforts for e-government at
national and state levels
 To assess media habits and the preferred media (mass media, folk media, outdoor,
etc.) channels amongst the target audiences for information on e-government

II.       Developing umbrella campaign for NeGP:

1.         To develop a national Awareness strategy and implement a national level
campaign for NeGP (mainly) and all its components (CSCs, SWANs, SDCs, Portals,
Standards etc.) for all target groups
2.         Create ‘Brand’ NeGP
3.         To conceptualise & develop various Awareness material such as print ads.,
print material i.e. brochure, poster, booklet, leaflet etc, TV ads, audio-visual material
and other innovative Awareness efforts (out of box ideas), such as use of folk media ,
interactive media etc., for use of DIT and partners as and when required.
4.         To assess media habits and the preferred media (mass media, folk media,
outdoor, etc.) channels amongst the target audiences for information on e-government
and to create a consistent ‘look’ in each contact category e.g. top level (politicians,
bureaucracy, media, industry), middle level (employees of govt. affected – change
management) and public at large
5.         To provide creatives for specific tasks assigned e.g. brochures for events,
posters, booklets etc.
6.         To develop media plan
7.         To develop and implement Advocacy campaigns


                                        -7-
8.         The advertising agencies will in addition carry out research related activities
either directly or sub contract it to a research agency. These activities will include KAP
studies, Baseline studies, media habits studies, pre test, effects, monitoring of
communication campaign, concurrent tracking studies, evaluation of BCS efforts, etc.

The agencies shall obtain approval from DIT for all campaign plans, strategies, and
materials produced. The agencies shall provide a schedule of proposed media
placements in consultation with DIT.

DIT will provide/facilitate all technical inputs and will work closely with the advertising
agency in the formulation and planning of the AWARENESS activities. All
advertisements will be released through DAVP.

Required Outputs

During the contract period, the advertising agencies will develop Behaviour Change
Communication strategy and communication materials, pretest communication materials
and implement the approved plan, concurrently monitor and evaluate the awareness
campaign.     In addition, the agencies will be required to submit a monthly
progress/performance report and any other report that may be required. These reports
will provide insight into effectiveness of the campaign and suggest changes in the
communication strategy if required.

The deliverables will include:

      Effective Branding for NeGP & its components
      National Awareness strategy – to ensure at least 50% increase in awareness level
at the end of 6 moths and 70% increase at the end of year
      Media Plan (state-wise/zone-wise)
      Television spots/films – Conceptualisation & Production
      Radio spots- Conceptualisation & Production
      Press ads- Conceptualisation & Production
      Designs for all types of print and outdoor material like posters, stickers, booklets,
pamphlets, leaflets etc. - Production and distribution
      Conduct Communication Needs Research, KAP studies, Baseline studies, media
habits studies, pre test, effects, monitoring of communication campaign, concurrent
tracking studies, evaluation of BCS efforts, etc and share findings
      Organise other innovative Awareness & communications efforts

This is an indicative list of deliverables.




                         SECTION IV: ELIGIBILITY CRITERIA


The panel to be prepared in pursuance of this enquiry would be utilized for a period of
One year, extendable for another year, based on performance, subject to the approval of
the competent authority.

General Eligibility

This invitation to respond to the RFP is open to a registered company & firm who have
their registered office in India and no consortium shall be permitted.




                                          -8-
    The eligible entities must be incorporated or registered under any of the following
Acts - the Indian Companies Act, 1956 or The Partnership Act, 1932 and the Registration
of Societies Act.
    The parent company of any subsidiary company, which is seeking qualification on the
financial strength of its parent, would have to give a written undertaking that it would
bear all financial or contractual liabilities of the subsidiary with regards to this enquiry.
    The parent company of any subsidiary company, which is seeking qualification on the
technical strength of its parent, would have to give a written undertaking that its
technical capabilities/ resources would be available to the subsidiary company as and
when required by Department of Information Technology.

Along with the General Eligibility criteria, Respondent has to satisfy the following Pre-
qualification criteria to apply for empanelment.

Pre-Qualification Criteria

Firms/Companies:

    The firm/company should have been in existence for a period of at least 3 years as
on 30-4-2007.
    The agency must have carried out communication campaigns preferably in the social
sector of an overall minimum value of Rs. 50 Lacs in last 3 years
    The agency must also have carried out communication campaign for Government
Ministry/Department/PSU and/or Multilateral institutions such as UNICEF, WHO, UNDP
etc of a minimum value of Rs. 300 Lacs in last 3 years
    It must be of sound financial status with a turnover of over Rs. 100 Crore annually,
for the last three years.
    It should have national presence and registered offices in metros (at least 4)
    It should be able to offer all services required for the campaign i.e. research, creative
and media under one roof
    It should have a dedicated & functional social campaign division for the last 3 years
    It should be able to service the DIT from Delhi office
    It should be accredited with Indian Newspaper Society and be member of Advertising
Agencies Association of India


List of documents to be submitted as part of Proposal

Pre-qualification Proposal

    Covering letter for empanelment of Agencies including Name of the Agency,
Complete address (with Tel. No., Fax No.), Names and short CVs of principal officers,
ownership and organization structure of the agency
    Support information related to pre-qualification of the Respondent including
Experience of designing creative advertisements / Media campaigns/Outdoor publicity
including hoardings social issues, Experience in production of software such as
video/radio spots/ serial etc. on social issues with supporting documents and CDs, List of
clients and details of work done for Govt. Departments/PSUs/Multilaterals etc. (order
copies or client certified work value details)
    Financial details - Certified copies of Audited Balance Sheets of preceding 3 years
(Certification by Chartered Accountant/Auditor is mandatory)
    INS Registration Number
    Any other supporting information that is relevant to Pre qualification proposal
    Technical Bid
    Commercial Bid




                                          -9-
All documents must be submitted in Duplicate, properly marked as Pre
Qualification, Technical Bid & Financial Bid and sealed in separate envelopes ,
clearly marked as ‘Original’ & ‘Duplicate’. Both the Technical Bid as well as the
Financial Bid separately must also contain a soft copy of the bid within the
sealed cover. In case of dispute, content submitted in the proposal submitted
as ‘Original’ shall be binding.

The sealed Request for Proposal super scribed ‘Empanelment of Advertising Agency’
along with supporting documents should reach Sh. Rajesh Malhotra, Director (Media &
Communications), Ministry of Communications & Information Technology, Programme
Management Unit, 4th Floor, Electronics Niketan, 6 CGO Complex, Lodhi Road, New Delhi
110 003, Phone: 011-30481603

Last Date and Time of Receipt of Response to RFP:           JULY 17, 2007, 3.00 PM

The Department reserves the right to accept or reject any or all of the response to RFP
without assigning any reason. DIT takes no responsibility for delay, loss, or non-receipt
of RFP or any letter sent by post either way.

Pre Bid: The Pre Bid meeting shall be held on JULY 4, 2007 at 3 PM




                         SECTION V- SELECTION PROCEDURE

In order to empanel advertising agencies, Department of Information Technology will
form an Evaluation Committee to evaluate the Bids submitted by Respondents for a
detailed scrutiny. During evaluation of Bids, Department of Information Technology,
may, at its discretion, ask the Respondents for clarification of their Bids. The process for
empanelment is as given below-
    Preliminary Scrutiny: Preliminary scrutiny of the Pre qualification proposal for
eligibility will be done to determine whether the Bid is complete, whether the documents
have been properly signed, whether any computational errors have been made, and
whether the Bid is generally in order. Bids not conforming to such preliminary
requirements will be prima facie rejected.
    Technical Evaluation: Technical Bids would be opened only for those Respondents,
who are qualified and short-listed based on the documents submitted with the Pre-
qualification proposal. If a Technical Bid is determined as not substantially responsive,
Department of Information Technology will reject it. The agencies shall be required to
make a presentation to the Evaluation Committee. The date of the presentation shall be
communicated separately to each agency. The parameters and weight ages to be used
for technical evaluation will be based upon:
    Details about the organisation & Domain specific experience (10%)
    Proposed Approach & Methodology including      (30%)
          Understanding of NeGP
          Brand and collateral development
          Strategic Thinking
          Implementation Strategy
    Creative (25%)
    Media Plan (traditional + non traditional) and assessment strategy (25%)
    CVs of key functionaries of the team that will handle the assignment (10%)



                                         - 10 -
Only those agencies that secure a minimum of 75% marks shall qualify for the
opening of the commercial bids.

Technical Proposal

The Technical Bid must be provided in FORM II

1. Team Composition

       Please specify & provide details of people/team that is proposed to handle this
campaign
       Please provide the team structure including the lead creative & lead client
servicing
       Please provide the estimated man hours per month that each member may spend
on the campaign including the no. of days that lead client-servicing person will spend at
client site

2. Services

      Communication Need Assessment (CNA)

Please provide details of the methodology to conduct a comprehensive Communication
Need Assessment

      Campaign strategy

Please provide a comprehensive campaign strategy for building the brand for NeGP and
its main components (State Wide Area Network, State Data Centre, Portals, Standards,
and Common Services Centre etc.).

Assess media habits and the preferred media (mass media, folk media, outdoor, etc.)
channels amongst the target audiences for information on e-government and to create a
consistent ‘look’ in each contact category

      Creative

Please provide in detail the creative aspect of strategy, which will reflect brand
communications competencies ranging from prioritising target audience/geographies,
strategic planning, creative ideas, brand management and communicating brand values
in Indian languages.

Conceptualise & develop various Awareness material such as print ads, print material i.e.
brochure, poster, booklet, leaflet etc, TV ads, audio-visual material and other innovative
Awareness efforts

3. Media & Implementation

Please provide detail of media plan demonstrating links with the brand and rationale
behind media objectives for brand building across traditional & new media. The
implementation strategy must accompany the proposed media plan

4. Evaluation

Please provide details pertaining to the timelines and details a method to evaluate
measurability of the deliverable either directly or sub contracted it to a research agency.
Also, please specify and give details of tools or bespoke research to achieve the same.



                                         - 11 -
Financial proposal

The indicative budget by the DIT will be up to a maximum of Rs. 15 Crore in the financial
year 2007-08 of which it is expected to spend 40% on mass media & 40% on production
and below the line activities for NeGP and 20% on creative & supervision.

The financial proposal containing Supervision & creative fees of the main items of work
shall necessarily be presented in the format given at FORM III:

Note:

       All production costs for the items will be based on 3 competitive
        estimates by separate producers
       Production costs will be paid on actual on pre-approved basis
       Cost of travel, board & lodging and incidental expense at actual as per
        government rules
       All direct costs including venue hire, equipment hire, out of pocket
        expenses and miscellaneous cost are payable at actual on a pre approved
        basis



Commercial bid: The Agencies are required to provide one rate (in INR) against each
item mentioned in FORM III. Lowest bid (L1) shall be determined separately for each
item and the same rate shall be extended to all technically qualified agencies. DIT
reserves the right to invite all or any technically qualified bidders to match the L1 rates.
If the bidder does not accept this interpretation, his bid would be liable to be
rejected.


Bid Opening

The financial bids of only those agencies will be opened that qualify based on the
minimum score given by the Evaluation Committee. The date & time of commercial bid
opening will be intimated to the technically qualified agencies who obtain at least 75%
marks in technical bid evaluation & will be informed individually. The decision of the
Evaluation Committee will be final and binding.


DIT reserves the right to accept or reject a Bid without assigning any reason thereof.


Award of Contract

Department of Information Technology will sign a Contract Agreement with the
agency/ies finalised after the due process is completed. After signing of the Contract
Agreement, no variation in or modification of the term of the Contract shall be made
except by written amendment signed by the parties.

Allocation of Work among empanelled agencies

Post empanelment, for each item, the DIT shall call for creative presentation from the
empanelled agencies. The Allocation of work shall be done on the basis of the creative/s
approved by Technical evaluation committee submitted for that particular work. For the
approved creative/s, the respective agency will be required to submit three competitive




                                         - 12 -
estimates by separate producers for executing the work. Allocation of work shall be at
the sole discretion of DIT and the decision shall be final and binding.




                         SECTION VI: TERMS OF REFERENCE




Clarifications and amendments of RFP Document

RFP Clarifications
During pre qualification and technical evaluation of the Proposals, Department of
Information Technology may, at its discretion, ask Respondents for clarifications on their
proposal. The Respondents are required to respond within the time frame prescribed by
Department of Information Technology.

Amendments in RFP
At any time prior to deadline for submission of proposal, Department of Information
Technology may for any reason, modify the RFP. The prospective Respondents having
received the RFP shall be notified of the amendments through website and such
amendments shall be binding on them.

Disqualifications
Department of Information Technology may at its sole discretion and at any time during
the evaluation of Proposal, disqualify any Respondent, if the Respondent has:
    Submitted the Proposal documents after the response deadline;
    Made misleading or false representations in the forms, statements and attachments
submitted in proof of the eligibility requirements;
    Exhibited a record of poor performance such as abandoning works, not properly
completing the contractual obligations, inordinately delaying completion or financial
failures, etc. in any project in the preceding three years;
    Submitted a proposal that is not accompanied by required documentation or is non-
responsive;
    Failed to provide clarifications related thereto, when sought;
    Submitted more than one Proposal;
    Declared ineligible by the Government of India for corrupt and fraudulent practices or
blacklisted.
    Submitted a proposal with price adjustment/variation provision

Request for Proposal

The Respondent is expected to examine all the instructions, guidelines, terms
and condition and formats in the RFP. Failure to furnish all the necessary
information as required by the RFP on submission of a proposal not
substantially responsive to all the aspects of the RFP shall be at Respondent’s
own risk and may be liable for rejection.

Pre Proposal Queries

The prospective Respondent, requiring any clarification on RFP may notify the same in
the form of query to Department of Information Technology by email sent to Sh Rajesh
Malhotra, Director (Media & Communications) latest by July 10, 2007; Tel: 011-
30481603/24301935; email: Vineeta@negp.gov.in. Department of Information
Technology response as well as the clarifications sought (including an explanation of the
query but without identifying the source of inquiry) will be uploaded to the Department
of Information Technology website for all the prospective Respondents.


                                        - 13 -
Preparation of Proposal
The Respondent shall comply with the following related information during preparation of
the Proposal-
    The Proposal and all associated correspondence shall be written in English and shall
conform to prescribed formats. Any interlineations, erasures or over writings shall be
valid only if they are initialled by the authorized person signing the Proposal.
    The Proposal shall be typed or written in indelible ink (if required) and shall be signed
by the Respondent or duly authorized person(s) to bind the Respondent to the contract.
The latter authorization shall be indicated by written power of attorney and shall
accompany the Proposal.
    In addition to the identification, the covering letter shall indicate the name and
address of the Respondent to enable the proposal to be returned in the case it is
declared late pursuant, and for matching purposes.
    Proposals received by facsimile shall be treated as defective, invalid and rejected.
Only detailed complete proposals in the form indicated above received prior to the
closing time and date of the proposals shall be taken as valid.
    Respondents are not permitted to modify, substitute, or withdraw Proposals after its
submission

Submission, Receipts and Opening of Proposals

The proposals are invited in duplicate. Pre Qualification, Technical & Financial
proposals must be enclosed in separate sealed envelops. During the course of
evaluation of Proposal, as well as during the period of contract, the Committee has the
right to carry out a due diligence in a fashion relevant to understand the facts.

Deadline for submission of Proposals
Proposals from Respondents, complete in all respects must be received by Department
of Information Technology at the address and date specified in the RFP

Last Date for Submission of Proposal: – JULY 17, 2007
Deadline for submission: 3 P.M.

Earnest Money Deposit
The bidder must submit an EMD of Rs. 200,000.00 (Two Lac only) along with the bids, in
the form of Demand Draft or Banker’s Cheque, drawn in favour of Pay & Accounts
Officer, Department of Information Technology, payable at New Delhi. EMD of the
unsuccessful bidders will be returned latest on or before the 30th day after the award of
the contract.



            SECTION VII: GENERAL CONDITIONS OF CONTRACT (GCC)


Application
These general conditions shall apply to the extent that provisions in other parts of the
Contract do not supersede them. For interpretation of any clause in the RFP or Contract
Agreement, the interpretation of the Department of Information Technology shall be final
and binding on the Agencies

Performance Guarantee
A Performance Guarantee (PG) amounting to 10% of the value of the work assigned
shall be retained by the DIT till such time the assigned work has been completed to its
satisfaction.



                                          - 14 -
Payment Schedule: An advance payment would be made up to a maximum of 50% of
the total amount. All other payments shall be based on milestones pre-defined at the
time of work assignment.

Validity of Proposals
Proposals shall remain valid for a period of 90 (ninety) days after the date of Proposal
opening prescribed in RFP. A Proposal valid for shorter period may be rejected as non-
responsive. Department of Information Technology may solicit the Respondents’ consent
to an extension of Proposal validity (but without the modification in Proposals).

Right to Accept Proposal
Department of Information Technology reserves the right to accept or reject any
Proposal, and to annul the Proposal process and reject all Proposals at any time prior to
award of contract, without thereby incurring any liability to the affected Respondent(s)
or any obligation to inform the affected Respondent(s) of the grounds for such decision.

Conflict of Interest
Department of Information Technology requires that Agencies provide professional,
objective, and impartial advice and at all times hold the Department of Information
Technology’s interests paramount, strictly avoid conflicts with other assignments/jobs or
their own corporate interests and act without any consideration for future work.

Confidentiality
Information relating to the examination, clarification and comparison of the Proposals
shall not be disclosed to any Respondents or any other persons not officially concerned
with such process until the empanelment process is over. The undue use by any
Respondent of confidential information related to the process may result in rejection of
its Proposal. Except with the prior written consent of the Department of Information
Technology, the Agency and the personnel shall not at any time communicate to any
person or entity any confidential information acquired in the course of the Contract.

Fraud & Corruption
Department of Information Technology requires that Agencies selected through this RFP
must observe the highest standards of ethics during the performance and execution of
such contract. In pursuance of this policy, Department of Information Technology:
(a)     Defines, for the purposes of this provision, the terms set forth as follows:
(i)     "Corrupt practice" means the offering, giving, receiving or soliciting of any thing
of value to influence the action of Department of Information Technology or any
personnel of Agencies in contract executions.
(ii)    "Fraudulent practice" means a mis-presentation of facts, in order to influence a
procurement process or the execution of a contract, to Department of Information
Technology, and includes collusive practice among Respondents (prior to or after
Proposal submission) designed to establish Proposal prices at artificially high or non-
competitive levels and to deprive Department of Information Technology of the benefits
of free and open competition;
(iii) “Unfair trade practices” means supply of services different from what is ordered on,
or change in the Scope of Work which was given by the Department of Information
Technology in Section IV.
(iv)    ”Coercive practices” means harming or threatening to harm, directly or indirectly,
persons or their property to influence their participation in the execution of contract.
(b)      Will reject a proposal for award, if it determines that the Respondent
recommended for award, has been determined by Department of Information
Technology to having been, engaged in corrupt, fraudulent or unfair trade practices.
(c)     Will declare a firm ineligible, either indefinitely or for a stated period of time, for
awarding the contract, if it at any time determines that the firm has engaged in corrupt,
fraudulent and unfair trade practice in competing for, or in executing, the contract.




                                           - 15 -
Relationship between the Parties
Nothing mentioned herein shall be constructed as relationship of master and servant or
of principal and agent as between the ‘Department of Information Technology’ and ‘the
Agency’. The Agency subject to this contract for empanelment has complete charge of
personnel and Sub-Agency, if any, performing the services under the Project executed
by Department of Information Technology from time to time. The Agencies shall be fully
responsible for the services performed by them or on their behalf hereunder.

Standards of Performance
The Agency shall perform the services and carry out their obligations under the Contract
with due diligence, efficiency and economy in accordance with generally accepted
professional standards and practices. The Agency shall always act in respect of any
matter relating to this contract as faithful advisor to Department of Information
Technology. The Agency shall always support and safeguard the legitimate interests of
Department of Information Technology in any dealings with the third party. The
Consultant/ Agency shall abide by all the provisions/Acts/Rules etc. of Information
Technology prevalent in the country. The Agency shall conform to the standards laid
down in RFP in totality.
All submissions made by the Agency after the award of contract must be countersigned
by the Head – Creative of the Agency.

Delivery and Documents
As per the time schedule agreed between the Parties for specific projects given to the
empanelled Agencies from time to time, the Agencies shall submit all the deliverables on
due date as per the delivery schedule. The Agency shall not without the Department of
Information Technology’s prior written consent disclose the Contract, drawings,
specifications, plan, pattern, samples to any person other than an entity employed by
Department of Information Technology for the performance of the Contract. In case of
termination of the Contract all the document used by Agency in the execution of project
shall become property of Department of Information Technology.

Change Orders
Department of Information Technology may at any time before completion of work under
project awarded to empanelled Agency, change the work content by increasing/reducing
the quantities of the services by 20% as mentioned in the Contract Agreement for
execution of the Project, without creating any liabilities for compensation on any
grounds, whatsoever due to this change. In such a case, the Agency will have to perform
the service in the increased/decreased quantity at the same contract rates within the
time stipulated for providing services to Department of Information Technology.

Agency Personnel
The Agency shall employ and provide such qualified and experienced personnel as may
be required to perform the services under the specific project assigned by Department of
Information Technology and it is desirable from the Agency to deploy the personnel, who
have adequate experience in the domain related with the project. It is desirable that for
Domain-related Projects, the Consultant/ Agencies must hire the services of Domain
Specialists, on a case to case basis, to work on the Project effectively.

Applicable Law
Applicable Law means the laws and any other instruments having the force of law in
India as they may be issued and in force from time to time. The Contract shall be
interpreted in accordance with the laws of the Union of India.

Intellectual Property Rights
No services covered under the Contract shall be sold or disposed by the Agency in
violation of any right whatsoever of third party, and in particular, but without prejudice
to the generality of the foregoing, of any patent right, trademark or similar right, or any



                                         - 16 -
charge mortgage or lien. The Agency shall indemnify the Department of Information
Technology from all actions, costs, claims, demands, expenses          and liabilities,
whatsoever, resulting from any actual or alleged infringement as aforesaid and at the
expenses of the Agency, Department of Information Technology shall be defended in the
defence of any proceedings which may be brought in that connection.

Governing Language
The Contract shall be written in English Language. English version of the Contract shall
govern its interpretation. All correspondences and other documents pertaining to the
contract, which are exchanged between the parties, shall be written in the English
Language.

Sub Contracts
The Agency shall notify the Department of Information Technology in writing of all sub
contracts awarded for execution of the Project, if not already specified in the Proposal.
Such notification in his original Proposal or later, shall not relieve the Agency from any
liability or obligation under the Contract.

Assignments
The Agency shall not assign the project to any other agency, in whole or in part, to
perform its obligation under the Contract, without the Department of Information
Technology’s prior written consent.

Payment
During the period of their inability of services as a result of an event of Force Majeure,
the Agency shall be entitled to continue to be paid under the terms of this contract, as
well as to be reimbursed for additional costs reasonably and necessarily incurred by
them during such period for the purposes of the services and in reactivating the service
after the end of such period.

Performance Assessment
If during execution of the Project, following problems were to be found, then a penalty of
1% of the Contract value per week (subject to maximum of 20%) may be imposed by
Department of Information Technology, which will be the part of Project specific RFP and
Terms of Reference:
     Quality of deliverable is not up to the mark, (till the quality is improved to the
required extent)
     Delays in deliverables
     Not assigning adequate resources in time
     Not engaging resources on a dedicated basis, even when required
     Assigning resources that do not meet the clients requirements
     Inadequate interaction with the client department.
     The work is either not complete or not completed satisfactorily as per the approved
time schedule or the quality of deliverable
 If the delay is beyond 10 weeks then the Department of Information Technology may
rescind the Contract and shall be free to get it done from other Agencies at the risk and
costs of the appointed Agency. Department of Information Technology may debar the
Agencies for applying in its future empanelment also.

Liquidated Damages
If any of the services performed by the Agency fail to conform to the specifications of the
assigned project or in the event of the failure of the project due to indifferent, non
supportive attitude of the Consultant/ Agency and Department of Information
Technology decides to abort the contract because of such failure, then a sum up to 50%
of the value of the contract shall be recovered as liquidated damages from the Agency.
Besides, all the payments already done for such service shall also be recovered. This




                                         - 17 -
shall be without prejudice to other remedies available under this contract to Department
of Information Technology

Suspension
Department of Information Technology may, by written notice to Agency, suspend all
payments to the Agency hereunder if the Agency fails to perform any of its obligations
under this Contract including the carrying out of the services, provided that such notice
of suspension-
    Shall specify the nature of failure
    Shall request the Agency to remedy such failure within a period not exceeding thirty
(30) days after receipt by the Consultant/ Agency of such notice of failure

Termination
Under this Contract, Department of Information Technology may, by written notice
terminate the Agency in the following ways-
Termination by Default for failing to perform obligations under the Contract or if the
quality is not up to the specification or in the event of non adherence to time schedule.
Termination for Convenience in whole or in part thereof, at any time
Termination for Insolvency if the Agency becomes bankrupt or otherwise insolvent.
In all the three cases termination shall be executed by giving written notice to the
Agency as prescribed in the GCC Clause of RFP. No consequential damages shall be
payable to the Agency in the event of such termination.

Force Majeure
Notwithstanding anything contained in the RFP, the Agency shall not be liable for
liquidated damages or termination for default, if and to the extent that, it’s delay in
performance or other failures to perform its obligations under the agreement is the
result of an event of Force Majeure.
For purposes of this clause “Force Majeure” means an event beyond the control of the
Agency and not involving the Agency’s fault or negligence and which was not
foreseeable. Such events may include wars or revolutions, fires, floods, epidemics,
quarantine restrictions and freight embargos. The decision of the Department of
Information Technology, regarding Force Majeure shall be final and binding on the
Agency.
If a Force Majeure situation arises, the Agency shall promptly notify to the Department
of Information Technology in writing, of such conditions and the cause thereof. Unless
otherwise directed by the Department of Information Technology in writing, the Agency
shall continue to perform its obligations under the agreement as far as reasonably
practical, and shall seek all reasonable alternative means for performance not prevented
by the Force Majeure event.

Resolution of Disputes
If any dispute arises between parties, then there would be two ways for resolution of the
dispute under the Contract.

Amicable Settlement
Performance of the Contract is governed by the terms and conditions of the Contract,
however at times dispute may arise about any interpretation of any term or condition of
Contract including the scope of work, the clauses of payments etc. In such a situation
either party of the contract may send a written notice of dispute to the other party. The
party receiving the notice of dispute will consider the Notice and respond to it in writing
within 30 days after receipt. If that party fails to respond within 30 days, or the dispute
cannot be amicably settled within 60 days following the response of that party, then
Clause ‘Resolution of Disputes’ of GCC shall become applicable.

Resolution of Disputes




                                         - 18 -
In the case dispute arising between the Department of Information Technology and the
Agency, which has not been settled amicably, the Agency can request the Department of
Information Technology to refer the dispute for Arbitration under Arbitration Act,
1996.Such disputes shall be referred to Arbitral Tribunal. The Indian Arbitration and
Conciliation Act, 1996 and any statutory modification or re-actment thereof, shall apply
to these arbitration proceedings.
Arbitration proceedings will be held in India at Delhi and the language of the arbitration
proceeding and that of all documents and communications between the parties shall be
in English. The decision of the majority of arbitrators shall be final and binding upon both
the parties. All arbitration awards shall be in writing and shall state the reasons for the
award. The expenses of the arbitrators as determined by the arbitrators shall be shared
equally by the Department of Information Technology and the Agency. However, the
expenses incurred by each party in connection with the preparation, presentation shall
be borne by the party itself.

Taxes and Duties
The Agency shall fully familiarize themselves about the applicable Domestic taxes (such
as VAT, Sales Tax, Service Tax, Income Tax, duties, fees, levies etc.) on amount payable
by Department of Information Technology under the contract. The Agency, sub Agency
and personnel shall pay such domestic tax, duties, fees and other impositions (wherever
applicable) levied under the applicable law.

Legal Jurisdiction
All legal disputes between the parties shall be subject to the jurisdiction of the Courts
situated in India only.

Notice
Any notice, request or consent required or permitted to be given or made pursuant to
this contract shall be in writing. Any such notice ,request or consent shall be deemed to
have been given or made when delivered in person to an authorized representative of
the party to whom the communication is addressed, or when sent to such party at the
address mentioned in the project specific Contract Agreement.




                                         - 19 -
       FORM I: COVERING LETTER (ON THE RESPONDANT’S LETTER HEAD)




                                                               DATE:
  Reference No. DEPARTMENT OF INFORMATION TECHNOLOGY/6(1)/2007-EG-I


Department of Information Technology
Electronics Niketan, 6, CGO Complex
New Delhi-110003

Dear Madam/Sir,

Sub: Proposal for Empanelment of Agencies

Having examined the RFP, we, the undersigned, offer to be empanelled for the NeGP
Umbrella Campaign, in full conformity with the said RFP.

We have read the provisions of RFP and confirm that these are acceptable to us. We
further declare that additional conditions, variations, deviations, if any, found in our
proposal shall not be given effect to.

We agree to abide by this Proposal, consisting of this letter, the Pre-qualification and
Technical Proposal, the duly notarized written power of attorney, and all attachments, for
a period of 90 days from the date fixed for submission of Proposals as stipulated in the
RFP and modifications resulting from contract negotiations, and it shall remain binding
upon us and may be accepted by you at any time before the expiration of that period.
Until the formal final Contract is prepared and executed between us, this Proposal,
together with your written acceptance of the Proposal and your notification of award,
shall constitute a binding contract between us.

We hereby declare that all the information and statements made in this proposal are true
and accept that any misinterpretation contained in it may lead to our disqualification.

Until the formal final Contract is prepared and executed between us, this Proposal,
together with your written acceptance of the Proposal and your notification of award,
shall constitute a binding contract between us.

We understand you are not bound to accept any proposal you receive.

Dated this [date / month / year]

Authorized Signatory (in full and initials):

Name and title of signatory:

Duly authorized to sign this Proposal for and on behalf of [Name of Respondent]

Name of Firm:

Address:




                                           - 20 -
                             FORM II: TECHNICAL BID

S    Description                       Detail
No
1    Overall Experience                Social Sector
                                       e-Governance/IT Sector
                                       Private Sector
2    Approach & Methodology            Understanding of NeGP
                                       Brand & Collateral Development
                                       Strategic Thinking
                                       Implementation Strategy
3    Creative
4    Media Plan                        Traditional
                                       Non Traditional
5    CVs of Key functionaries (excl.   Team Leader, Creative Lead, Client Servicing,
     support & admn. Staff)            Research, Production & final Delivery, Other




                                        - 21 -
                               FORM III: FINANCIAL BID


S        Description                                              Supervision & Creative
No                                                                fee/ Rate (in INR) per
                                                                  unit
1        Visual Component                TVC
                                         Promotional Films
2        Audio Component                 Radio        Sponsored
                                         Programme
                                         Other Audio Elements
                                         e.g. Radio Jingle etc.
3        Print Content e.g. Press Ad,
         Brochure, Poster, Hoarding
         etc.
4        Event       e.g.     Seminar,
         conference, workshop etc.
5        Communication           Needs
         Assessment Research
6        Media Plan

Note:

         All production costs for the items will be based on 3 competitive
          estimates by separate producers
         Production costs will be paid on actual on pre-approved basis
         Cost of travel, board & lodging and incidental expense at actual as per
          government rules
         All direct costs including venue hire, equipment hire, out of pocket
          expenses and miscellaneous costs are payable at actual on a pre
          approved basis




                                          - 22 -
  FORM IV: FINANCIAL DETAILS FOR TURNOVER (AS PER AUDITED BALANCE
                               SHEET)




S.No.   Name       of    Turnover of the Company                Net Worth  of the
        Respondent                                              Company as on 31st
                                                                March 2007
                         FY        FY       FY      Average
                         2004-     2005-    2006-   of last 3
                         05        06       07      FYs



Note: Please attach Balance sheet or Income Expenditure and Assets Liabilities status
position during the last 03 years duly audited by Chartered Accountant/Statutory
Auditors.
Signature……………………………….

In the capacity of………………………

Duly authorised to sign Proposal for
And on behalf of………………………..

Date…………………..

Place………………….




                                       - 23 -
             FORM V: SUMMARY OF SOCIAL CAMPAIGN EXPERIENCE

 (Use separate tables for each project)
S. No   Item                                              Details
General Information
        Client Name
        Address
Campaign Details
        Name of the campaign
        Start Date/End Date
        Current    Status  (work       in     progress,
        completed etc.)
        No. of locations

Brief description of scope of work

Size of the project

        Order Value of the project (in lakhs)

Signature……………………………….

Certified By, In the capacity of………………………

Duly authorised to sign Proposal for
And on behalf of………………………..

Date…………………..

Place………………….

Note:

The above may be submitted, duly certified by the respective client, in lieu of
order copies or certified invoice copies

Experience in production of software such as video/radio spots/serials etc. on
social issues must be supported by documentary evidence such as Copy of work
done.




                                            - 24 -
                               FORM VI: CHECKLIST

S    Description           Detail                                                 Y/N
No
1    Pre-Qualification     Proof of existence for the last 3 years
     Documents
                           Social    Communication       Campaigns     worth
                           Minimum Rs. 50 Lakh in last 3 years
                           Communication               campaign           for
                           Govt./PSU/Multilateral etc. for minimum Rs. 3
                           Crore in last 3 years
                           Certified Annual Turnover over Rs. 100 Crore for
                           last 3 years
                           Presence in at least 4 metros
                           Capability to provide all services under one roof
                           Dedicated & Functional Social campaign division
                           for the last 3 years
                           Can service DIT from Delhi Office
                           Accredited with INS
                           Member of AAAI
                           FORM:I, IV & V
2    Technical Bid         FORM II
                           Support Documentation including soft copies of
                           proposed creative, work done for other clients
                           etc.
3    Financial Bid         FORM III
                           Rate Card

Note:

All documents must be submitted, properly marked as Pre Qualification, Technical
Bid & Financial Bid and sealed in separate envelopes in Duplicate, clearly
marked as ‘Original’ & ‘Duplicate’. Both the Technical Bid as well as the Financial Bid
must also contain a soft copy of the bid within the sealed cover. In case of dispute,
content submitted in the proposal submitted as ‘Original’ shall be binding.




                                       - 25 -