Post on 23-May-2020
IBEF/BIAP/2018-19/001
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RFP for branding of Indian agri-products for
India Brand Equity Foundation
Request for Proposal [RFP]
Date: June 15, 2018
India Brand Equity Foundation
20th Floor, Jawahar Vyapar Bhawan
Tolstoy Marg, New Delhi
110001
[Total Number of Pages including this page of the RFP: 16]
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SECTION 1: INSTRUCTIONS TO AGENCIES
1.1 Introduction
1.1.1 The India Brand Equity Foundation (IBEF) is a Trust established by Department of Commerce,
Ministry of Commerce & Industry, Government of India. IBEF’s primary objective is to promote and
create international awareness of the Brand India label in markets overseas and to facilitate
dissemination of knowledge of Indian products and services. Towards this objective, IBEF works
closely with stakeholders across government and industry.
1.1.2. IBEF is working with APEDA, Tea Board, Coffee Board and Spices Board for the promotion of
agricultural & processed foods, tea, coffee and spices sectors respectively. IBEF proposes to appoint
a Creative Agency for designing and production of the required creative and publicity material and to
provide a creative vision and strategy for executing the branding campaign for Indian agri-products. A
major focus of these campaigns will be overseas trade fairs and exhibitions.
1.1.3. The Creative Agency needs to identify the possible positioning routes, taglines and strategic
platforms for positioning Indian agri-products as a whole as well as the individual sectors - agricultural
and processed food products, tea, coffee and spices.
1.1.4. As part of the campaign, IBEF will also undertake production of publicity and promotional
material on a regular basis, including brochures, banners, hoardings, advertisements, USBs, leaflets,
posters, etc. which will be circulated and distributed to prospective buyers, exporters, industry and
trade associations, other stakeholders in the industry, media, embassies and high commissions, etc.,
in India and overseas.
1.1.6. The Creative Agency would be appointed for a period of one year, with the provision that either
party (IBEF or the creative agency) may terminate the contract by giving each other one month’s
notice without citing any specific reason. There will also be a provision for extension for another year,
to be decided based on a review of the performance.
1.1.7. Interested Agencies are invited to submit their proposals for the assignment, which must
include the following, as detailed subsequently in this document:
a. Pre-Qualification Proposal
b. Technical Proposal and
c. Financial Proposal
1.1.8. It may be noted that
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(i) The costs of preparing the proposal are not reimbursable and
(ii) IBEF is not bound to accept any of the proposals submitted.
1.1.9. The Agencies are required to provide professional, objective, and impartial service and at all
times hold the IBEF’s interests paramount, without any consideration for future work, and strictly avoid
conflicts with other assignments or their own corporate interests.
1.1.10. Agencies have an obligation to disclose any situation of actual or potential conflict that
impacts their capacity to serve the best interest of IBEF, or that may be reasonably perceived as
having this effect. Failure to disclose such situations by the Agency may lead to disqualification of the
Agency or termination of the contract.
1.1.11. Agencies must observe the highest standards of ethics during the selection and execution of
the contract. IBEF may reject a proposal at any stage if it is found that the firm recommended for
award has indulged in corrupt or fraudulent activities in competing for the contract in question, and
may also declare a firm ineligible or blacklist the firm, either indefinitely or for a stated period of time, if
at any time it is found that the firm has engaged in corrupt or fraudulent practices in competing for, or
in executing, the contract.
1.1.12. The family members/blood relations of employees and/or full-time consultants (i.e.
consultants working exclusively with IBEF on retainership basis) of IBEF shall not be eligible to
participate in the RFP process. Any proposal submitted by them may be summarily rejected. In case,
IBEF comes to know of the relationship subsequent of the award of contract, the contract shall be
liable to be cancelled and IBEF shall be entitled to claim damages apart from engaging any other
consultant/vendor at the cost and risk of defaulting consultant. It is clarified that the term full time
consultants of IBEF does not refer to agencies/people, which may have been shortlisted for an
assignment/project of IBEF through an RFP process.
1.1.13. Participating Agencies are advised to regularly refer to the tender page on the IBEF website
for any updates/amendments in the tender document or relevant dates.
1.2. Minimum Eligibility Criteria
1.2.1. Agency must be in operation for a minimum of five years (in the scope of services mentioned in
RFP), as on the date of issue of this RFP.
1.2.2. The Agency must have a turnover of minimum Rs. 2 crore either as a single firm or group of
firms under the same holding company, for the last three financial years (calendar year or financial
year followed by the firm).
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1.2.3 The Agency should be able to provide a qualified creative team, for undertaking the project for
IBEF. This team would need to work closely with IBEF.
1.2.4. The Agency should not have been blacklisted by any government department/division/PSU as
on the date of submission of this RFP.
The following documents have to be submitted by participating agencies in support of pre-eligibility
criteria for IBEF under the Pre-Qualification Proposal:
Pre-eligibility criteria Document to be submitted (in Pre-Qualification
Proposal)
Agency should be in operation for a minimum
of 5 years. Certificate of Registration/Incorporation
Agency turnover of a minimum of Rs 2 crore
for each of the last three financial years
Financial statements/P&L for 2014-15, 2015-16 and
2016-17. (Refer letter format in Annexure 3(a))
Agency should be able to provide a qualified
creative team for undertaking the project with
IBEF.
Undertaking on the letterhead of the agency that it will
provide a qualified creative team for the project. (Refer
format in Annexure 3(b))
Agency should not have been blacklisted by
the Government as on the date of issue of this
RFP.
Undertaking on the letterhead of the creative agency
that it has not been blacklisted by any government
department/division/PSU. (Refer format in Annexure
3(c))
1.3 Scope of Work and Deliverables
1.3.1. Developing an overall brand positioning strategy and designing creative elements for branding
of Indian agri-products. The branding must highlight India’s strengths, achievements and potential in
these sectors and would have to be tailor-made to specific domestic and global audiences as briefed
by IBEF.
1.3.2. The Agency has to develop creative elements including, but not limited to, the following*:
I) 25 creatives on themes that would be identified and communicated by IBEF. These creatives would
be adaptable for use in all other media formats. The Agency has to formulate a core umbrella
branding concept (logo, tagline, messaging, creatives) for the overall agri-products sector and
develop adaptations of the same for the promotion of individual sectors – agricultural and processed
food products, tea, coffee and spices.
II) Fifty adaptations of the creatives to any desired format as required by IBEF^.
III) One short film (with editing, mixing and recreation from existing secondary shoots/final approved
still creatives) of up to 1 minute*.
IV) One high quality brochure on the agri-products sector covering all sectors - agricultural and
processed food products, tea, coffee and spices in a creative and user friendly format with engaging
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content, interesting blurbs, infographics along with innovative and attractive design templates. The
brochure would be 32 pages including front and back covers@
.
^A standard rate has to be quoted for all possible adaptations. Agencies would be advised to quote
the rate per adaptation accordingly.
*Scope of work is indicative. The actual quantum of work may be higher or lower than the mentioned
scope of work above.
@Indicative page count; if number of pages actually required are more or less, the price will be
adjusted on a pro rata basis
- IBEF may increase the scope of engagement/provide a separate work order to the selected
agency for similar branding assignments during the course of the contract, provided the terms
and conditions are agreeable to both parties.
- All open files for the completed assignments (post-final approvals) have to be provided to
IBEF in an appropriate storage device.
1.4 Preparation of Proposals
1.4.1 Agencies are required to submit a Pre-Qualification Proposal (as per Section 1.2), a Technical
Proposal and a Financial Proposal as specified below.
1.4.2 Technical proposal
The Agencies are expected to provide the Technical Proposal as specified in this RFP document.
a) The Technical Proposal shall contain the following:
i) A letter of Technical Proposal Submission
ii) An undertaking on the letterhead of the Agency and signed by an authorised signatory, that the
Agency will undertake the assignment, in accordance with the Scope of Work and Deliverables
detailed in the RFP document and at the cost submitted by the Agency in the financial proposal (the
cost is not to be indicated in the undertaking). The above undertaking submitted by the agencies
would be binding on the Agency;
iii) Concept note detailing proposed umbrella branding route for the campaign for Indian agri-products
as discussed in this RFP.
The overall branding concept should achieve the following objectives:
a) The core messaging and creatives should effectively capture India’s strengths as an exporting
country in the agri-products and plantations sectors, including agricultural and processed food
products, tea, coffee and spices.
b) Targeted at international institutional buyers visiting overseas trade fairs and exhibitions where
Indian exporters participate.
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c) The creative concepts should be eye catching, innovative, impactful and also extendable to
digital media. They should incorporate Indian elements in the design and also be relevant to the
international audience.
d) Details of the sectors can be found in the following links:
Sector Website
Agricultural & Processed Foods
This consists of six product sub-categories:
Cereals
Fresh fruits and vegetables
Processed foods
Animal Products
Organic products
Floriculture & seeds
www.apeda.gov.in
Tea www.teaboard.gov.in
Coffee www.indiacoffee.org
Spices www.indianspices.com
e) Agencies also have to elaborate on how they will adapt the umbrella branding - creative and
messaging to the individual sectors.
iv) At least one high quality print rendition of each of the following must be provided:
a) Fascia design for the India Pavilion incorporating logo and tagline (under the proposed
umbrella branding route) and thematic background
b) Any product category under agricultural and processed food products (as per table above)
c) Tea
d) Coffee
e) Spices
For reference on desired creative output, brand campaigns executed by IBEF last year for agri-
products can be viewed on the following links:
a) https://www.ibef.org/Gulfood-Dubai-2018/index.html
b) https://www.ibef.org/India-at-Anuga/index.html
c) https://www.ibef.org/summer-fancy-food-show-2017/index-.html
v) Agency details:
a) Brief profile of the agency including details of core areas of business and creative work done
across different mediums.
b) The agency should provide details of at least two similar campaigns undertaken in the past.
c) Details of the proposed team structure along with qualifications and experience of the team
members who will be deployed to work on the project with IBEF.
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vi) Two client testimonials for work done in the past, on both the quality of work as well as delivery
within timelines.
The Technical Proposal shall not include any financial information.
1.4.3 Financial Proposal
In preparing the Financial Proposal, Agencies are expected to take into account the requirements and
conditions outlined in the RFP document.
a) Letter of Financial Proposal should include:
i. Total cost of the project (in INR): The Agency has to provide its quotations as follows (the elements
are as per the specifications in Section 1.3):
-
-
-
-
-
-
-
-
-
-
-
- Agencies should factor in the costs of any image library/libraries that they may have to access for
procurement of stock images for the creatives. IBEF will not entertain any additional charges for
the same.
- The cost to be quoted does not include printing.
- The agency has to quote one standard cost that will be applicable for every adaptation, be it
hoarding, banner, poster, digital display, etc.
- The assignment may involve delivering work under tight deadlines. Agencies should have the
desired flexibility to be able to meet expectations in this regard.
- The Total Cost (L) provided will be considered for the evaluation of the financial scores of
Agencies
ii. Break-up of costs for each of the items of work listed in the Scope of Work and Deliverables
(Point 1.3 of this RFP Document) are to be submitted as per the format in the above table.
iii. Cost for any other element, which is not specified in the Scope of work and deliverables of this
RFP document and is considered relevant for the concept execution by the RFP participant may be
Creative element Cost per unit Quantity
Cost for
indicated
quantity
I. CREATIVES FOR
CAMPAIGN 25
II. ADAPTATIONS OF
CREATIVES 50
III. III. FILM (upto 1 minute
duration) 1
IV. IV. Brochure on agri-
products sector (32 pages
including front)
1
Total cost (L)
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highlighted separately. Only fixed costs should be quoted and no conditional/variable costs should be
quoted. The total cost quoted shall be considered for the evaluation of the financial bid.
b) Taxes/VAT as applicable in India will be paid as per actuals and the same are not required to be
indicated in the financial bid.
c) The cost quoted will be firm and fixed for the duration of performance of the contract. At no point of
time will any deviation from the quoted rate be entertained by IBEF.
d) The Financial Bid shall not include any conditions attached to it and any such conditional financial
proposal shall be rejected summarily.
5. Submission of Proposals
1.5.1 The original proposal (Pre-Qualification Proposal, Technical Proposal and Financial Proposal)
shall be prepared in indelible ink. It shall contain no interlineations or overwriting, except as necessary
to correct errors made by the firm itself. Any such corrections must be authenticated by the persons or
person who sign(s) the proposals.
1.5.2. The Pre-Qualification Proposal should be placed in a separate sealed envelope and super
scribed “Pre-Qualification Proposal for Brand Campaign to promote Indian agri-products for
IBEF”.
The Technical Proposal should be placed in a separate sealed envelope and super scribed
“Technical Proposal for Brand Campaign to promote Indian agri-products for IBEF”.
The Financial Proposal shall be placed in a separate sealed envelope and super scribed “Financial
Proposal for Brand Campaign to promote Indian agri-products for IBEF”.
1.5.3. If the three proposals are not submitted in separate sealed envelopes duly super scribed as
indicated above, this will constitute grounds for declaring the Bid non-responsive.
All the three sealed envelopes should be put into an outer envelope and sealed. The outer envelope
shall be superscribed “Proposal for Brand Campaign to promote Indian agri-products for IBEF”
with the due date for submission. The Bottom Left corner of the outer cover should carry the full
name, address, telephone numbers, e-mail ID etc. of the agency submitting the Proposal.
1.5.4 The outer envelope containing the sealed Technical and Financial Proposals should be
addressed and delivered to:
Mr Virat Bahri
Associate Director – Knowledge Centre
India Brand Equity Foundation
20th Floor, Jawahar Vyapar Bhawan
Tolstoy Marg, New Delhi
110001
E mail: virat.bahri@ibef.org
Any queries related to the above RFP have to be sent on the above mail in writing by May 25, 2018.
Response(s) if any, shall be uploaded on the website of IBEF.
1.5.5. The Proposal should be submitted by 6.00 pm on July 2, 2018 by hand or post (delivered).
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1.5.6 No Proposal will be accepted after the deadline for submission and in the event of any proposal
being received after the closing time for submission of proposals, the same shall be returned
unopened.
Important dates:
Date of floating of RFP: June 15, 2018, 2:00 pm
Opening date for sending queries: June 15, 2018, 5:00 pm
Closing date for addressing queries: June 25, 2018, 5:30 pm
Pre-bid meeting#: June 20, 2018, 12:00 am
Last date for submission of proposals: July 2, 2018 (by 6:00 pm)
#Venue: IBEF Office, 20
th Floor, Jawahar Vyapar Bhawan, Tolstoy Marg, New Delhi – 110001
Bidders are advised to visit IBEF website as any changes in time and venue and addendum, if
required, shall be communicated on the IBEF website. One representative from each bidder is invited
for the opening of the technical and financial proposals.
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6. Opening of Proposals and Selection Process
1.6.1 The two bid system will be followed - the technical bids will be opened at first instance. It is
clarified that prospective bidders scoring 70% and more in the Technical Proposal (please refer to
Annexure 1) will be deemed to qualify for the second stage of the bid.
1.6.2. At the second stage, the financial bids of only technically qualifying bidding parties will be
opened and winning agency will be selected on QCBS (Quality and Cost Based Selection) score
(please refer to Annexure 2). Weightage of technical and financial scores will be 70% and 30%
respectively. Financial score will be calculated as follows:
Financial score:
a) FL1 = 100
b) Other agencies:
FLa = (L1/La) x 100
FL1 - Financial score of agency that has submitted the lowest quotation
FLa - Financial score of the agency that is to be calculated
L1 - Financial quote by the agency that has submitted the lowest quotation
La - Financial quote given by the particular agency
1.6.2. From the time the Technical Proposals are opened to the time the contract is awarded, if any
Agency wishes to contact IBEF on any matter related to its proposal, it should do so only in writing.
Any effort by the Agency to influence the IBEF in the proposal evaluation or contract award decisions
may result in rejection of the proposal of the Agency.
.
Disclaimer
1. This RFP document is neither an agreement nor an offer by India Brand Equity Foundation
(hereinafter referred to as IBEF) to the prospective Applicants or any other person. The purpose of
this RFP is to provide information to the interested parties that may be useful to them in the
formulation of their proposal pursuant to this RFP.
2. IBEF does not make any representation or warranty as to the accuracy, reliability or completeness
of the information in this RFP document and it is not possible for IBEF to consider particular needs of
each party who reads or uses this RFP document. This RFP includes statements which reflect various
assumptions and assessments arrived at by IBEF in relation to the statement of work. Such
assumptions, assessments and statements do not purport to contain all the information that each
Applicant may require. Each prospective Applicant should conduct its own investigations and
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analyses and check the accuracy, reliability and completeness of the information provided in this RFP
document and obtain independent advice from appropriate sources.
3. IBEF will not have any liability to any prospective Applicant/ Firm/ or any other person under any
laws (including without limitation the law of contract, tort), the principles of equity, restitution or unjust
enrichment or otherwise for any loss, expense or damage which may arise from or be incurred or
suffered in connection with anything contained in this RFP document, any matter deemed to form part
of this RFP document, the award of the Assignment, the information and any other information
supplied by or on behalf of IBEF or their employees, any Agency or otherwise arising in any way from
the selection process for the Assignment. IBEF will also not be liable in any manner whether resulting
from negligence or otherwise however caused arising from reliance of any Applicant upon any
statements contained in this RFP.
4. IBEF will not be responsible for any delay in receiving the proposals. The issue of this RFP does
not imply that IBEF is bound to select an Applicant or to appoint the Selected Applicant, as the case
may be, for the services and IBEF reserves the right to accept/reject any or all of proposals submitted
in response to this RFP document at any stage without assigning any reasons whatsoever. IBEF also
reserves the right to withhold or withdraw the process at any stage with intimation to all who submitted
the RFP Application.
5. The information given is not exhaustive on account of statutory requirements and should not be
regarded as a complete or authoritative statement of law. IBEF accepts no responsibility for the
accuracy or otherwise for any interpretation or opinion on the law expressed herein.
6. IBEF reserves the right to change/ modify/amend any or all provisions of this RFP document. Such
revisions to the RFP/amended RFP will be made available on the website of IBEF.
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Annexure 1
The technical proposal has to be presented in the format specified in Section 1.4.2. The break up of
scoring is as follows:
Technical Proposal
1. Completeness of proposal - 5
2. Concept note for campaign detailing the proposed brand positioning route to be followed – 10
3. Proposed logo, tagline, and rendition of designs in print – 60
4. Agency Credentials - 20
- Profile
- Details of similar projects undertaken earlier for other clients
- Proposed team structure
5. Discipline and commitment to timelines and quality supported by testimonials from past/current
clients - 5
- It is clarified that prospective bidders scoring 70% and more in the Technical Proposal will
deem to qualify for the second stage.
- At the second stage, the financial bids of only technically qualifying bidding parties will be
opened.
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Annexure 2
Financial Proposal
- Total cost of project as per the entire scope of work defined in Section 1.3 and break-up and
conditions provided in Section 1.4.3.
- Only the financial proposals of agencies that qualify after technical evaluation will be opened,
and the agency with the highest total QCBS score will be selected for the assignment.
- Total cost (L) will be considered for evaluation of the financial scores of Agencies
CREATIVE ELEMENT Cost per unit Quantity
Cost for
indicated
quantity
I. Creatives for campaign 25
II. Adaptations of
creatives 50
II. III. Film (upto 1 minute
duration) 1
III. IV. Brochure on agri-
products sector (32 pages
including front)
1
Total cost (L)
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Annexure 3(a)
Format for Annexure 3(a)-
Certificate of Charted Accountant- Annual Revenue (Turnover) during last three financial years 2014-
15, 2015-16 and 2016-17
[Location, Date]
From: [Name of the Firm]
To:
India Brand Equity Foundation
20th Floor, Jawahar Vyapar Bhawan
Tolstoy Marg
New Delhi - 110001
India
Subject:- Certificate of Charted Accountant- for Annual Revenue (turnover) during last three years
2014-15, 2015-16 and 2016-17
Sir,
This has reference to the IBEF RFP dated 15.06.2018 titled ‘Request for Proposal for branding of
Indian agri-products for India Brand Equity Foundation (IBEF)’.
I……………………….. here by certify that the Company/ firm is having the below mentioned
turnovers for the respective financial years.
Financial Year- 1
1st April 2014- 31
st March 2015 – Annual Revenue (Turnover) - INR
Financial Year- 2
1st April 2015- 31
st March 2016 – Annual Revenue (Turnover) - INR
Financial Year-3
1st April 2016-31
st March 2017 – Annual Revenue (Turnover) - INR
Thanking you,
Name of the Certifying Authority
Signature of Certifying Authority (with firm seal)
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Name of Firm
Authorized Signatory
Date:
Place:
Name of the Bidder:
Authorised Signatory ________________
Name:
Seal:
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Annexure 3(b)
Format for Annexure 3(b) - Certificate for Providing Qualified team
[Location, Date]
From: [Name of the Firm]
To:
India Brand Equity Foundation
20th Floor, Jawahar Vyapar Bhawan
Tolstoy Marg
New Delhi - 110001
India
Subject:- Certificate for providing qualified team.
Sir,
This has reference to the IBEF RFP dated 15.06.2018 titled ‘Request for Proposal for branding of
Indian agri-products for India Brand Equity Foundation (IBEF)’.
In this context, I, as an authorized representative of company, certify that we shall be able to
provide a qualified servicing and content team for undertaking the work as detailed in the mentioned
RFP. The team would work closely with IBEF.
Thanking you,
Name of the Bidder:
Authorised Signatory ________________
Name:
Seal:
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Annexure 3(c)
Format for Annexure 3(c) - Declaration of ineligibility for corrupt or fraudulent practices
[Location, Date]
From: [Name of the Firm]
To:
India Brand Equity Foundation
20th Floor, Jawahar Vyapar Bhawan
Tolstoy Marg
New Delhi - 110001
India
Subject: - Declaration of no ineligibility for corrupt or fraudulent practices.
Sir,
This has reference to the IBEF RFP dated 15.06.2018 titled ‘Request for Proposal for branding of
Indian agri-products for India Brand Equity Foundation (IBEF)’.
In this context, I, as an authorized representative of company, declare that presently Company/
firm is having an unblemished record and is not declared ineligible for corrupt & fraudulent practices,
blacklisted either indefinitely or for a particular period of time, or had work withdrawn, by any state/
central government/PSU in the past.
If this declaration is found to be incorrect then without prejudice to any other action that may be
taken, and the tender if any to the extent accepted may be cancelled.
Thanking you,
Name of the Bidder:
Authorized Signatory ________________
Name:
Seal:
****************************