Directorate General of Employment & Training (DGE&T)
Ministry of Labour and Employment
Shram Shakti Bhawan, Rafi Marg, New Delhi – 110119
Subject: Engagement of Media Agency for Creating, Planning and Launching of Information, Education
and Communication Plan for National Career Service Project (NCSP).
Reference: Tender Notice DGET.V-11014/2/2014-MMP Cell
Dated: 23rd March 2015
Corrigendum/Addendum 1
1.
The proposed last date for submission of bids has been extended to 31st March 2015. The proposal
should be submitted to Directorate General of Employment & Training (DGE&T), Ministry of
Labour and Employment, Shram Shakti Bhawan, Rafi Marg, New Delhi-110001 in hard copy or
through email before 5 P.M. on 31-03-2015. The bid Opening will take place on 31-03-2015 at 5
P.M.
2. The criteria 1 of Eligibility under clause 1.3 have been revised and available at “Annexure 1” of this
document.
3. Evaluation criteria as per the Section 2.2 and section 2.3 of RFP has been modified and
henceforth should be read as mentioned in Annexure 2 and commercial bid format is enclosed as
Annexure 3 of this document
4. Invitation of Proposal format has been revised and the modified Invitation of Proposal is enclosed
as Annexure “5” in this corrigendum.
5.
The scope of Work as per clause 1.8 of RFP has been modified and point 12 would be read as
follows
12. The Media Agency may be involved in any other activity relating to the Media Planning and
Media Strategy for the services of NCSs. The media agency may be required to offer similar
services for other projects of Ministry of Labour and Employment at the same rates quoted as part
of this proposal.
Note:-1.Execution of the media plan on vehicles available with DAVP shall be done through DAVP
only. However any medium which is not available with DAVP, the media agency shall be required
to execute it on behalf of DGE&T.
6. The submission of proposals as per section 1.4 of RFP has been modified and the proposal should
be submitted in three Sealed envelopes,

Envelope 1 marked “RFP Document fee & Bid Security/ Earnest Money Deposit
(EMD)”

Envelope 2 marked “Technical Bid” containing 2 copies of technical proposal, CD
containing technical proposal.

Envelope 3 Marked as “Financial Bid and Do not open with Technical Bid” containing
1 Copy of Financial proposal
Page 1 of 10
Annexure
Annexure 1
Eligible Criteria
#
Parameter
Pre-qualification criteria Description
1
Legal Entity
Agency should be
 A company incorporated in India under
the Companies Act, 1956 and subsequent
amendments thereto or a partnership firm
registered under LLP Act, 2008.
Or
 All agencies empanelled with DAVP are
eligible for bidding. However agencies are
required to submit the certificates issued
by statutory bodies related to agency
registration etc.
 Registered
with the
Service
Tax
Authorities
 Should have been operating for the last
three years.
Evidence
required
Copy
Certificate
Incorporation
Or
Copy
Registration
Certificates by
authorities
of
of
of
tax
Or
Any
other
certificate issued
by
statutory
bodies
Page 2 of 10
Annexure 2
Evaluation Criteria:
DGE&T will constitute a Proposal Evaluation Committee to evaluate the responses of the agencies. The
Proposal Evaluation Committee reserves the right to reject any or all proposals. Each of the responses
shall be evaluated as per the criteria and requirements specified in this RFP. The steps for evaluation are
as follows:
2.2.1. Stage 1
All the proposals will be scrutinized to assess their eligibility based on the minimum qualifying
criteria as specified in Clause 1.3 of this RFP. The offers not meeting the qualifying requirement
will be summarily rejected.
2.2.2. Stage 2
All the eligible offers will be evaluated by a Selection Committee, based on the Evaluation Criteria
as per Clause 2.3 of this RFP. Under this stage the eligible agencies will be invited for making
presentation on their detailed media plan on 6th April 2015. The agencies scoring marks more
than 65% of total technical score will be called as technically qualified agencies.
2.2.3 Stage 3
Financial proposals will be considered only of those respondents who secure a qualifying
technical score of 65%. The Financial proposal should be submitted as per Annexure 3 and
Annexure 4
2.3 Evaluation Framework
The Agency’s technical solution proposed in the Technical Evaluation bid document will be evaluated as
per the evaluation criteria mentioned in the following table.
Technical Evaluation
#
Evaluation Criteria
Total Marks
1.
Agency’s Financial Credentials
100
2.
Agency’s Experience
300
3.
Action Plan and Sample Deliverables
300
4.
Presentation
300
Total technical score
1000
DGE&T (or a nominated party) reserves the right to check/ validate the authenticity of the information
provided in the Technical Evaluation criteria and the requisite support must be provided by the Agency.
The following sections explain how the Agency’s will be evaluated on each of the evaluation criteria.
Page 3 of 10
2.3.1. Agency’s Financial Credentials
#
Criteria
Criteria Details
Marks Allotted
Average Annual Turnover of the agency as per the audited
consolidated financial statements for the last 3 financial
years preceding the date of submission of bid:
1.
Sales Turnover
100
>5 Crore & <= 10 Crore: 40 Marks
>10 Crore & <= 20 Crore: 60 Marks
>20 Crore & <= 30 Crore: 80 Marks
>30 Crore & <= 40 Crore: 100 Marks
TOTAL
100
2.3.2. Agency’s Experience
Documentary
Evidence
#
Citation
Citation Details
The agency should have experience
of at projects as creative agency for
nationwide campaign for Central
Govt
Ministry/Department
/PSU/Corporates in the last five (5)
years from the date of submission of
bid:
1.
Experience
in
handling
media
campaign for Central
Govt
Ministry/Department
/PSU/Corporation
during the last 5
years
5 citations (atleast 2
successfully completed
years) = 100,
3 citations (atleast 2
successfully completed
years) = 80,
should be
in last 5
should be
in last 5
Marks
Allotted
Completion
Certificates
from the client; OR
Work Order + Self
Certificate of Completion
(Certified by the Statutory
Auditor); OR
100
Work Order + Phase
Completion
Certificate
from the client
2 citation (successfully completed
in last 5 years) = 60
2.
Experience in
Creative designing
Experience in producing
documentaries / corporate
films/T.V.C./Radio
Jingle/collaterals like logo, taglines,
creatives, banners etc. etc. for
atleast 3 assignments during last 5
years.
6 citations (atleast 2 should be
successfully completed in last 5
years) = 100,
4 citations (atleast 1 should be
successfully completed in last 5
years) = 80,
Completion Certificates
from the client; OR
Work Order + Self
Certificate of Completion
(Certified by the Statutory
Auditor); OR
100
Work Order + Phase
Completion Certificate
from the client
3 citation (atleast 1 should be
successfully completed in last 5
Page 4 of 10
#
Citation
Documentary
Evidence
Citation Details
Marks
Allotted
years) = 60
3.
Experience in Central
Government
Ministries/State
Governments/PSUs
(Central or State)
/Autonomous Bodies
(under Central or
State Governments)
Experience in Central Government
Ministries/State
Governments/PSUs (Central or
State) /Autonomous Bodies (under
Central or State Governments) for
atleast 2 projects
5 citations (atleast 2 should be
successfully completed in last 5
years) = 100,
3 citations (atleast 1 should be
successfully completed in last 5
years) = 80,
2 citation (atleast 1 should be
successfully completed in last 5
years) = 60
Completion
Certificates
from the client; OR
Work Order + Self
Certificate of Completion
(Certified by the Statutory
Auditor); OR
100
Work Order + Phase
Completion
Certificate
from the client.
TOTAL
300
2.3.3. Action Plan and Sample Deliverables
#
1.
Criteria
Media Plan
Marks
Allotted
Criteria Details
The IEC plan should include the details of activities
planned with indicative budgetary provision for the
activities as per DAVP rate card and the rationale of
selecting each and every medium should be detailled.
The selection committee would evaluate the plans
submitted and select those plans giving optimal
solutions & strategies for a budget of 7 crore for a
time period of 1 year.
100
Average
25
Good
50
Very Good
75
Excellent
100
Creative script for Audio or Video ad for creating
recall value of the project
2.
Audio/Video Ad jingle
Average
Good
Very Good
Excellent
24
48
72
80
80
Page 5 of 10
#
Criteria
Marks
Allotted
Criteria Details
Sample Print/banner creative in order to publish in
the newspaper or magazines
3.
Print Ad creative and Banner
Design
Average
Good
Very Good
Excellent
24
48
72
80
80
Propose a suitable tagline for the project and design a
logo.
4.
Tagline and Logo
Average
Good
Very Good
Excellent
12
24
36
40
40
TOTAL
300
2.3.4. Presentation
#
Criteria
Criteria Details
Marks Allotted
Presentation for their understanding of the
project requirements, detailled media plan,
budget and execution plan
1.
Presentation
Parameters of Assessment:
Communication of project concept
audience: 20%
Creativity: 30%
Innovation/originality : 30%
Coverage of stakeholders: 20%
Average
Good
Very Good
Excellent
TOTAL
to
300
150
200
250
300
300
Financial Evaluation
For the purpose of selection of creative agency, the Agencies are required to provide one financial
proposal (in INR) for each of the jobs in Annexure 3. The financial score will be calculated as per
the formula given below:
Total Financial Score = {lowest financial quote / Agencies financial quote} X 1000
(adjusted to 2 decimals)
Page 6 of 10
Final Evaluation:
The final score will be calculated through Quality and Cost selection method based with the following
weight-age:
Technical: 70%
Commercial: 30%
Final Score = (0.70*Total Technical Score) + (0.30* Total Commercial Score)
Page 7 of 10
Annexure 3
Financial Template:
#
Activity (A)
1.
2.
3.
4.
5.
6.
7.
TV creative of 120 sec
TV creative of 90 sec
TV creative of 60 Sec
TV creative of 30 Sec
TV creative Edits of 10/15 sec.
Animation videos (60 sec)
Radio Jingles of upto 60 sec.
8.
9.
10.
11.
12.
13.
Audio creative for Spots of upto 30 sec
Audio creative for Spots of upto 60 sec
Radio Jockey talks of upto 15 min
Radio Jockey talks of upto 30 min
Print creative for Design Poster
Print creative for Design stickers and name
slips
Brochures
Special booklets (story and information
books)
Pamphlets
Creative for Magazines
Design Handouts
Creative for full page, b/w and coloured
Newspaper print Ad
Creative for Half page, b/w and coloured
Newspaper print Ad
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
Unit Cost INR (in
figures)
(B)
Unit Cost INR (in
words)
(C)
Creative for Quarter page, b/w and coloured,
Newspaper print Ad
Creative for Strips (both horizontal & vertical)
in Newspaper
Creative for Display standees, hoardings for
public places etc.
Creative for Internal and external train wraps,
bus back panels etc.
Social media including web pages for twitter
and facebook and official program website
etc.
Total Cost (Sum of Row 1 to 25.)
Note: Translation cost of the above would be as DAVP rate card.
In case of any discrepancy in cost between words and figures, the cost in words would prevail.
In case of any calculation errors, unit rates in column C would prevail
Page 8 of 10
Annexure 4
Financial Bid Covering Letter
To,
Dr. Aquib Javed
Senior Scientific Officer - I
Directorate General of Employment & Training (DGE&T),
Ministry of Labour and Employment, Government of India
3/10 Jamnagar House
New Delhi-110011
Email ID: [email protected], [email protected]
Phone number: 011-23386737, 011-23350896
Subject: Submission of the Financial bid for National Career Service Project (NCSP)
Dear Sir,
We, the undersigned, offer to provide content development services to DGE&T with reference to your
Request for Proposal dated <insert date> and our Proposal. We are hereby submitting our Proposal,
which includes Pre-qualification bid, Technical bid and the Commercial Bid sealed in a separate envelope.
We hereby declare that all the information and statements made in this Financial bid are true and accept
that any misinterpretation contained in it may lead to our disqualification.
We agree to abide by all the terms and conditions of all the volumes of this RFP document. We would hold
the terms of our bid valid for the number of days as stipulated in the RFP document.
We understand you are not bound to accept any Proposal you receive.
Yours sincerely,
(Authorised Signatory)
Signature:
Name:
Designation:
Address:
Seal:
Date:
Page 9 of 10
Annexure 5
Invitation for Proposal
Date: 10/03/2015
Directorate General of Employment & Training, Ministry of Labour and Employment, Government of
India (hereinafter referred to as DGE&T), having its Corporate Office at Shram Shakti Bhawan, Rafi Marg,
New Delhi-110001, invites responses (“Proposals”/ “Bids”) to this Request for Proposal (“RFP”) from
DAVP empanelled to be appointed as media agency for National Career Service Project (NCSP).
Interested agencies are advised to study this RFP document carefully before submitting their proposals in
response to the RFP Document. Submission of a proposal in response to this RFP shall be deemed to have
been done after careful study and examination of this document with full understanding of its terms,
conditions and implications.
Interested agencies to download the RFP document from the website URL mentioned in the fact sheet
Any subsequent corrigenda / clarifications will be made available on the website URL mentioned in the
fact sheet.
Proposals must be received not later than time, date and venue mentioned in the Fact Sheet. Proposals
that are received after the deadline WILL NOT be considered in this procurement process.
A agency will be selected on the basis of evaluation criteria as described in this RFP.
To obtain first-hand information on the assignment, agencies are encouraged to attend a pre-bid meeting.
Attending the pre-bid meeting is optional.
Yours Sincerely
Pravin Srivastava
Deputy Director General (Employment)
Directorate General of Employment & Training
Ministry of Labour & Employment
Government of India
511-A Wing, Shram Shakti Bhawan, Rafi Marg
New Delhi - 110119
Telefax: 011 - 23350896
Page 10 of 10
Page
Section (Name & No.)
No
S.No
1
4 Fact Sheet
Statement as per tender
document
Query by Agency
Date and Time for opening of
Technical Bid
As the submission
Bid opening time is prior to the time of time is 5pm, opening
submission.
time cannot happen
prior to this
Reason for query
Response
Please refer to Corrigendum
Since all the releases will be done thru
DAVP there is no media liability with the
agency. The agency is only acting as a creative
partner. Therefore PG is not
applicable
The PBG is required only for the
part of the scope of work which
the agency is required to directly
execute. This is as per the
tendering guidelines of
Government of India.
These kind of projects, considered as a special
project requires special rates to be quoted.
DAVP has a format of Financial Proposal for
these kinds of projects. RFP of AIIMS is
attached for your reference.
Please refer to Corrigendum
Looking at the RFP there are lot of things
required for the submission including Media
plan/sample creatives and the time
is given is very limited
Please refer to Corrigendum
Under the scope of work which includes
media plan and evaluation, print campaign,
TVC, AV medium along with
BTL and Digital media. Production cost for
creating all these will be borne by
agency but the financial proposal
section is not there in the RFP
Please refer to Corrigendum
6
If the entire media campaign is released
through DAVP, then what will be the role of the
media agency apart from making the creatives?
should the agency be paid creative fees
according to the market rate or as per DAVP
rate?
The agencies will be required to
create detailed media strategy,
nation wide media campaigns,
collaterals, impact analysis etc.
Please refer to scope of work for
media agencies as per clause 1.8
of RFP. For payment part please
refer to the Corrigendum
7
the agencies have been asked to submit the
Media Plan, Audio/video Ad Jingle, Print Ad
creative, Banner Design, Tagline and Logo by
Please refer to Corrigendum for
20th March, 2015. The deadline is too short to
revised timelines
execute for such an extensive work. Can the
deadline be kindly extended by at least 10 more
days please?
2
3
4
5
8 Instruction to Agency
9 Instructions to Agency
Selection process for
14
the agency
Performance Guarantee
Scope of work for Media Agency 1.8
Evaluation 2.2
Why should Agency
submit Performance
Guarantee?
There is a huge list of deliverables
under ‘SOW’. Media evaluation and
plan. Creation of Print campaign TVC
production Digital/Social Media
handling BTL activity including events
etc
Extension of Bid submission date till
27.03.2015
Financial Proposal is missing.
Page
Section (Name & No.)
No
S.No
8
10
Statement as per tender
document
Agency should be A company
Section 1 : Instructions to Agency incorporated in India under the
6 1. Instruction to Agency
Companies Act, 1956 and subsequent
1.3 Eligible Criteria – Legal Entity amendments thereto or a partnership
firm registered under LLP Act, 2008.
Section 1 : Instructions to Agency
1. Instruction to Agency
7 1.3 Eligible Criteria – Earnest
Money Deposit
Query by Agency
Reason for query
The Constitution of India allows any firm
engaged in doing business legally, irrespective
of its Constitution, to conduct business in
India. As such, legal Constitution cannot be
The criteria to bar any organisation from doing
a particular business.
We are a proprietorship concern and a
proprietorship firm is not supposed to be
registered under companies Act as it is owed by
an individual. Proprietorship firm needs a
Service Tax /VAT registration to operate. We
have both. You are requested to mend this
criteria to allow all legal entities including
As per this clause, only registered
proprietorship firms to apply.
under Companies Act or LLPs can
(for your reference, we are enclosing CA
participate in the bids. Thus it does not Certificate for above)
allow Proprietorship / partnership/
We, as a proprietorship firm, handle jobs for
other concerns to apply.
many Ministries / PSUs/ Government
organisations and reputed corporates.
- The above clause creates entry barriers by
driving competitors out from the tender
process. This is presumably against the
Competition Act 2002 of India. Please note
that as per Section 19(3) of the Act, creation of
entry barriers for competition leads to
Appreciable Adverse Effect on Competition
("AAEC").
Keeping in view the above, it is requested to
amend this clause and allow all legal entities to
participate
Agency should submit Earnest Money
Instead of Demand Draft can we
deposit of INR 100,000 in the form of
submit EMD in form of FDR?
demand draft from Scheduled Bank
Response
All agencies empanelled with
DAVP are eligible for bidding.
However agencies are required to
submit the certificates issued by
statuory bodies related to agency
registration etc.
As per the requitrements of RFP,
the agency is required to submit
EMD through demand draft.
S.No
11
12
13
Page
Section (Name & No.)
No
Section 1 : Instructions to Agency
1. Instruction to Agency
1.4 Preparation of Proposal and
8
submission of Response
Section 2 : Selection Process for
14 Agency
2.3 Evaluation Framework
4 Fact Sheet
Statement as per tender
document
Query by Agency
Reason for query
Agencies are advised to study all
instructions, forms, terms,
requirements and other information in
the RFP documents carefully. Failure
to comply with the requirements of
this RFP may render the Proposal noncompliant and the Proposal may be
rejected. Agency must:
In which Format we have to submit the
Format has not been provided?
i. Include all documentation specified RFP?
in this RFP;
ii. Follow the format of this RFP and
respond to each element in the order
as set out in this RFP
iii. Comply with all requirements as set
out within this RFP.
Response
Agencies need to refer to the
Annexures avaliable in the RFP
and corrigendum for preparing
the response.
Action Plan & Sample Deliverables
Do we need to submit the Action Plan
along with the creatives in the technical
bid?
Yes, the agency needs to submit
sample creatives as part of the
technical proposal.
Last date and time for Bid/Proposal
submission (on or before) –
20.03.2015
If we have to submit Technical Bid
along with Action Plan & creatives
then we request you to kindly extend
the date of submission.
Please refer to Corrigendum.