Government of India Ministry of Agriculture Department of ...

Government of India
Ministry of Agriculture
Department of Agriculture & Cooperation
Directorate of Extension
NOTICE FOR INVITATION FOR EXPRESSION OF INTEREST FOR
EMPANELMENT OF CREATIVE/ADVERTISING AGENCIES
The Directorate of Extension, Department of Agriculture & Cooperation intends
to empanel Creative/Advertising Agencies for awarding different designing works and its
implementation relating to exhibitions/fairs and other related events, media publicity,
publishing/printing of journals/publications and other suitable work. The details about
the Expression of Interest (EOI)/TORs including the Scope of Work and other eligibility
criteria are available at http://vistar.nic.in & http://agricoop.nic.in. The details can also
be obtained in person from the Exhibition Section (Tel: 25846754), Directorate of
Extension, Krishi Vistar Sadan, Pusa, New Delhi up to 3.00 P.M on 26 th December,2011.
The Agencies fulfilling the conditions may submit their Expression of Interest
together with Demand Draft of Rs.5000/- as Processing Fee in the name of Drawing &
Disbursing Officer, Directorate of Extension, New Delhi and requisite documents up to
5.00 P.M on 26 th December 2011 to the Director (F.I), Directorate of Extension, Krishi
Vistar Sadan, Pusa, New Delhi – 110 012 superscribing the envelope with
“Empanelment of Creative/Advertising Agencies”.
(Neeraj Suneja)
Director Administration
Tel: 25841924

F. No. 8 (28)/2010-Exhibiltion
Government of India
Ministry of Agriculture
Department of Agriculture & Cooperation
Directorate of Extension (DOE)
EMPANELMENT OF CREATIVE/ADVERTISING AGENCIES
TERMS OF REFERENCE (TOR)
I - Background
The Directorate of Extension (DOE), Department of Agriculture & Cooperation
(DAC) proposes to empanel Creative/Advertising Agencies for a period of 2 years for
awarding different designing work and its implementation relating to exhibitions/fairs
and other related events, media publicity, publishing/printing of journals and other
suitable work where services of such agencies would be required to be utilized by the
Department.
II - Scope of Work
i. To conceptualize the display panel and to design them in ready to print manner
for various exhibitions/fairs/events.
ii. To conceptualize and design the print media advertisements in ready to print
sizes for release through DAVP or autonomous/associated public sector
organizations.
iii. To conceptualize and design the cover pages for need based publications in
ready to print size.
iv. To conceptualize and design the backdrops, hoardings, posters, wall paintings,
etc for the Department in appropriate sizes and arrangement of their display
throughout the country.
v. To conceptualize and design the theme area, models, fascia/fascia murals, etc.
for display in various exhibitions/fairs in the country and abroad.
vi. To assist the Department in handling display in various stalls/venues based on
specific themes/purposes.
vii. Any other suitable work where services of such agencies may be required to be
utilized by the Department.

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III - Procedure for empanelment
A total number of 5 such agencies will be empanelled for a period of 2 years on
the basis of experience, quality and the amount of their previous work in last three
years from among the agencies who submit their profiles along with sample of their
works and other necessary details/information required for the purpose in this
Department in response to our offer published in 4 national newspapers (2 English
and 2 Hindi)
2. The agencies that have submitted their profiles with their previous work and
fulfill the Terms and Conditions will be invited to present their best works, preferably in
the field of agriculture and related field, before the Selection Committee and the
Committee will make recommendations to the Secretary (A&C) about the agencies to be
empanelled with DOE, DAC.
IV - Terms & Conditions including Eligibility Criteria for empanelment
i. The Agency applying for empanelment should be Delhi based or should have a
proper office with necessary artists and technical experts in Delhi with offices in
different parts of the country. The national presence of the agency may be
verified /checked by the Department.
ii. The Agency should be INS accredited.
iii. The Agency should have minimum 3 years experience in the field including
outdoor media.
iv. The Agency should have minimum annual turnover of Rs.1.00 crore for each of
the last three years.
v. The agency should have Net Worth (Minimum) of Rs.3.00 lakh.
vi. The Agency should have Service Tax/VAT registration with the concerned
Department.
vii. The Agency should have sufficient number of media experts/designers/visualizes
for giving quality work. This may be verified/checked by the Department.
viii. Agencies applying for empanelment should submit their EOI with a Bank Draft
of Rs.5,000/- (Rupees Five thousand only) duly endorsed in favour of the
Drawing & Disbursing Officer, Directorate of Extension as Processing Fee
which will be non-refundable.
ix. The Department before the expiry of the term can cancel the empanelment of
agencies at any time without assigning any reason.
x. The agency will have to make their own arrangements for the execution of the
assigned jobs/works in the country.

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xi. The Department will not make any advance payment for execution of any of the
job/work. No excuse will be entertained for non-completion of the job/work in
the stipulated time frame. If at any stage it is found that the work done by
the agency in any area is substandard or not up to the mark, the Directorate
of Extension will have full right to get the job completed from any agency on
the risk and responsibility of the selected agency and deduct expenditure so
incurred from the bill.
xii. The resultant empanelment of agencies will be interpreted under Indian Laws
and all disputes emanating from it shall be settled under the jurisdiction of
Delhi High Court.
xiii. The interested agencies should submit the following documents together with
EOI.
i. Documentary Proof of last 3 years with their best work done.
ii.
iii.
V - Selection Committee
Copies of work orders
Copies of Annual Financial Statements i.e. Profit & loss Account
and General Balance Sheet for the last 3 years duly certified by the
Chartered Account for Turn Over.
iv. Documentary proof regarding the Net Worth.
v. IT returns of last 3 years with PAN number.
vi. Company profile
vii. Bio-data of creative team
viii. Any other document which agency considers good for its
empanelment
For making recommendations regarding selection of agencies for empanelment
on the basis of qualitative assessment, following Committee shall be constituted in the
Department.
a) Additional Secretary (VV) Chairman
b) Joint Secretary (Extension) Member
c) Joint Secretary (Crops) Member
d) Director/DS (Finance) Member
e) Additional Commissioner (Ext) concerned Member
f) Director (Mass Media), DAVP Member
g) Director (FI), DOE Member
h) Joint Director (FI)/AE, DOE concerned Member-Secretary
The short listed agencies would be required to make a presentation before the
above Selection Committee about their best work and experience including their
strategy to complete the work within the assigned time frame. The decision of the
Selection Committee with regard to empanelment of agencies would be final.

For empanelment of agencies the following criteria/mark system will be
followed.
S.
No.
Parameter Yardstick Grading
(Marks)
A. Presentation by the
45
Agency
Technical and aesthetic standard of work 40
Strategy to complete the assigned work 5
B. Experience, turn over
25
& profile of the agency
i. Years of Experience (10 3-5 years 3
marks)
5-7 years 5
7-10 years 7
More than 10 years 10
ii. Turn Over (6 marks) 1-2 crore/year 3
2-3 crore/year 4
3-4 crore/year 5
More than 4 crore/year 6
iii. Profile of the clients (9
9
marks)
C. Qualification of
10
Creative Team
Members such as
Visualizer, Designer &
Copy Writer
i. Visualizer Master/Degree/Diploma 10/7/5
Designer Master/Degree/Diploma 10/7/5
ii.
Copy Writer Master/Degree/Diploma 10/7/5
Years of Experience of
10
each team member
D. Awards won by each team
member
3-5 years 5
5-7 years 7
More than 7 years 10
International 4
National 2
Others 1
3
E. Empanelled with
DAVP/DOE
F. INS Accredited 3
Total 100

The calculation of marks obtained by the agencies would be done out of 100 as
detailed above.
VI – Technical Bid
A – Preparation of designs of Press Advertisements
The agencies applying for empanelment in this Department should submit
Technical & Financial Bids for designing press advertisements in separate sealed
covers/envelops. The Financial Bid should mention the rates for the following sub-items.
i. Design in English & Hindi
ii.
Adaptation of size
Firstly, the Technical bids would be evaluated by the above-referred Selection
Committee for empanelment of agencies. After that the Selection Committee would
evaluate the designs for selection of 3 best designs/concepts from the bids received.
2. After the short listing/selection of best 3 agencies on the basis of Technical
bids, the financial bids of these 3 agencies would be opened by the Committee. For the
finalization of rates/selection of the agency for the work a percentage formula would be
followed. 50% marks would be for Technical Bids and 50% marks would be for
Financial Bids. After the gross total of marks awarded by the Committee keeping in view
the Technical and Financial bids the rates for full/half/quarter page design of press
advertisement would be fixed on the basis of L-1 rates. The work would be awarded to
the first 3 ranked bidders in the proportion of their technical score (Subject to their first
cut design being found prima facie acceptable). The minimum qualifying marks for
technical bids are 50 out of 100.
B – For other work such as Exhibitions/fairs, designing of cover page
of need based publications, etc.
For meeting any requirement of work in Extension Division/Directorate of
Extension, on each occasion, quotations/bids (Technical & Financial) will be invited from
the empanelled agencies in separate sealed covers/envelops. Firstly, the Technical bids
would be evaluated by the above referred Selection Committee for selection of 3 best
designs/concepts from the bids received.
After short listing/selection of best 3 agencies on the basis of Technical bids,
the financial bids of these 3 agencies would be opened by the Committee. For the final
selection of the agency a percentage formula would be followed. 50% marks would be
for Technical Bids and 50% marks would be for Financial Bids. After the gross total of

marks awarded by the Committee keeping in view the Technical and Financial bids, the
work would be allotted to the selected agency that could emerge as L-1.
Committee for other Divisions in DAC
It is also proposed that if other Divisions in DAC have any requirement for such
professional help, they may use the same panel of agencies. The following Committee
may invite and process bids in such cases.
i. Joint Secretary, Division Concerned Chairman
ii. Director (Finance) Member
iii. Director (Mass Media), DAVP Member
iv. J.D (FI)/AE, DOE concerned Member
v. An officer of Division concerned Member Secretary