Jammu & Kashmir Trade Promotion Organization

(A J&K Government Undertaking)

Industries & Commerce Department, Government of J&K

Request for Proposal (RFP) for Selection of Media Partner for

Managing Media, Public Relations, Social Media and Building
the Brand- Jammu & Kashmir

July, 2021

Registered Office: 6th Floor, Jawaharlal Nehru Udyog Bhawan, Railhead Complex, Jammu - 180 012

Website: www.jktpo.in

E-mail:contatctjktpo@gmail.com

JKTPO Reference No.:

No. JKTPO/MD/2021/ E-Bid notice no. 01 0f 2021

Dated: 13 /07/2021

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1. Introduction to JKTPO

3.1 Jammu and Kashmir Trade Promotion Organization (JKTPO) registered under Section 8 of the
Companies Act, 2013. A Joint Venture of Government of J&K, Indian Trade Promotion Organization
(ITPO), Export Promotion Council for Handicrafts (EPCH) and Carpet Export Promotion Council (CEPC)
to promote industrial trade, other fairs and exhibitions in India and abroad and to take, all measures
incidental thereto for promoting Indian Industry, especially in the UT of Jammu & Kashmir and enhance its
global competitiveness.

3.2 JKTPO is the nodal agency for Organizing Investors’ Summit, boosting Export, promotion of Brand-
J&K and managing Social Media Handles on behalf of Industries & Commerce Department for UT of
Jammu & Kashmir.

3.4. JKTPO understands the importance of Media outreach; social media public relations and brand
building in creating positive perception of Jammu& Kashmir business climate among domestic and
international firms portray Jammu & Kashmir’s sustainable and consistent economic growth amongst the
investor community and enhance image, competitiveness and growth prospects of the UT of Jammu &
Kashmir.

3.5 JKTPO shoulders the responsibility of resolving various issues of entrepreneurs related to Government
Departments of the Government of Jammu & Kashmir through consistent follow-ups, regular meetings and
enabling smooth implementation of various policy formations for the industrial development of the state.
Acting as a catalyst between entrepreneurs and Government Departments, JKTPO creates a suitable
ambience for industrial development in Jammu & Kashmir and also assists creation of investment in
Jammu & Kashmir.

2. Objectives of the RFP

1. JKTPO plans to showcase the strengths of Jammu & Kashmir, the progress it has made in various
fields and the opportunities available for investments in the UT to global and domestic investors.

2. JKTPO plans to appoint a Media Partner to prepare and execute Media, Public Relations, Social Media
and Building the Brand for UT of Jammu & Kashmir and assist the JKTPO in implementing it.

3. The Media Partner will also work with and support JKTPO in all the investment promotion activities
being taken up, including seminars, conferences and Roadshows.

4. To build credibility of brand Jammu & Kashmir, Improving brand perception among the Investing
community.

5. To attract Investments, Brand Promotion, strengthening Exports and handling the social media on
behalf of Industries & Commerce Department.

6. To put J&K as preferential investment destination and to conduct activities that aim to enhance
Investjk.com and the UT of Jammu & Kashmir, making it discernable and ensuring top of the mind
recall.

3. Instruction to Bidders

3.1. General
1. While every effort has been made to provide comprehensive and accurate background information
and requirements and specifications, Bidders must form their own conclusions about the solution
needed to meet the requirements. Bidders and recipients of this RFP may wish to consult their own

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 legal advisers in relation to this RFP.
2. All information supplied by Bidders may be treated as contractually binding on the Bidders, on
successful award of the assignment by the JKTPO on the basis of this RFP.
3. No commitment of any kind, contractual or otherwise shall exist unless and until a formal written
contract has been executed by or on behalf of the JKTPO. Any notification of preferred Bidder status
by the JKTPO shall not give rise to any enforceable rights by the Bidder. The JKTPO may cancel
this public procurement at any time prior to a formal written contract being executed by or on behalf
of the JKTPO.
4. This RFP supersedes and replaces any previous public documentation & communications, and
Bidders should place no reliance on such communications.

3.2. Compliant Proposals / Completeness of Response

1. Bidders are advised to study all instructions, forms, terms, requirements and other information in the
RFP documents carefully. Submission of the bid shall be deemed to have been done after careful
study and examination of the RFP document with full understanding of its implications.
2. Failure to comply with the requirements of this paragraph may render the Proposal non-compliant
and the Proposal may be rejected. Bidders must:
i. Include all documentation specified 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.

4. Key Instructions of the Bid

4.1. Right to Terminate the Process

1. JKTPO may terminate the RFP process at any time/stage and without assigning any reason. JKTPO
makes no commitments, express or implied, that this process will result in a business transaction with
anyone.

2. This RFP does not constitute an offer by the JKTPO. The Bidder's participation in this process may
result JKTPO selecting the Bidder to engage towards execution of the subsequent contract.

4.2 Earnest Money Deposit (EMD)/ Bid Security

4.2.1 The bidder shall submit Earnest Money Deposit (EMD) of the amount as mentioned in the
Fact Sheet, which shall be deposited online during the submission of the bid on e-
Procurement portal.
4.2.2 Unsuccessful bidder’s EMD will be released as promptly as possible, but not later than
120 days after the award of the contract to the successful bidder.
4.2.3 The successful bidder’s EMD will be released upon submission of Performance Bank
Guarantee.
4.2.4 The EMD amount is interest free and will be refundable to the unsuccessful Bidders
without any accrued interest on it.
4.2.5 Proposals not accompanied with the EMD or containing EMD with infirmity (ies) (relating to
the amount or validity period etc.), mentioned above, shall be summarily rejected.

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 4.2.6 The EMD may be forfeited in the event of:

1. Bidder withdrawing its bid during the period of bid validity.

2.A successful Bidder fails to sign the subsequent contract in accordance with this RFP.
3.The Bidder being found to have indulged in any suppression of facts, furnishing of fraudulent statement,
misconduct, or other dishonest or other ethically improper activity, in relation to this RFP.
4.Proposal contains deviations (except when provided in conformity with the RFP) conditional offers and
partial offers.

4.3 Performance Security

1. On receipt of a letter of Intent (LOI) from the JKTPO, the successful Bidder will furnish an
unconditional and irrevocable Performance Bank Guarantee, for the due performance and fulfillment
of the contract by the selected proposer, equivalent to 5 per cent of the annual contract value, within
15 days from notification of award. The Bank Guarantee shall be valid for the whole contract period
of 24 months plus 2 months.
2. In case the successful Bidder fails to submit Performance Guarantee within the time stipulated, the
JKTPO may at its sole discretion cancel the letter of intent without giving any notice and encash the
EMD furnished by the Bidder. JKTPO reserves the right to award the contract to the second lowest
bidder (L2) on same terms & conditions.
3. The Performance Guarantee furnished by the successful Bidder shall be in the manner prescribed at
Form10.
4. The JKTPO may invoke the Performance Guarantee in the event of a material breach by the
successful Bidder leading to termination for material breach.
5. Duration of Contract
The Contract shall initially valid for a period of 24 Months from the date of signing of Agreement.

6. Evaluation Process
1. The JKTPO may constitute a committee to evaluate the responses of the Bidders (Bid Evaluation
Committee).
2. Initial Proposal scrutiny will be conducted by committee to confirm that Proposals do not suffer from the
infirmities detailed below. Committee will treat the proposals as non-responsive, if a Proposal is found
to have been:
• submitted in manner not conforming with the manner specified in the RFP document
• Submitted without appropriate EMD as prescribed herein
• received without the appropriate or valid power of attorney
• containing subjective/incomplete information
• submitted without the documents requested in the checklist
• non-compliant with any of the clauses stipulated in the RFP
• Having lesser than the prescribed validity period.
3. The Committee constituted by the JKTPO shall evaluate the pre-qualification cum Technical & Financial
responses to the RFP and documents / documentary evidence. Inability of a Bidder to submit requisite
documents / documentary evidence o n G e M p o r t a l shall lead to the Bidder’s Proposal being
declared rejected.
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4. All eligible bids will be considered for further evaluation by a Committee according to the Evaluation
process define in this RFP document.
5. The decision of the Committee in the evaluation of responses to the RFP shall be final. No
correspondence will be entertained outside the process of discussion with the Committee.
6. Committee may ask for meetings with the Bidders to seek clarifications on their proposals. The committee
also reserves the right to directly ask clarifications to the proposals of the bidder, in case any doubt arises.
Each of the responses shall be evaluated as per the criterions and requirements specified in this RFP.
7. The Committee reserves the right to reject any or all Proposals on the basis of any deviations contained in
them.
8. The committee reserves the right to reject proposal submitted by bidder in case it is found that bidder is
blacklisted by Central/ State / PSUs etc.

7. Criteria for Evaluation

7.1 Pre-qualification (PQ) criteria
The bidder must possess the requisite experience, strength and capability necessary to meet the
requirements as described in the RFP documents.
7.2 Consortium bids are not allowed.
The bidder must also possess the technical know-how sought by JKTPO, for the entire period of the contract.
The bids must be complete in all respect and should cover the entire scope of work as stipulated in the Bid
document. The invitation to proposal is open to all bidders who qualify the eligibility criteria as given below:

S.No Criteria Supporting documents to be

submitted
1 Experience Criteria:

a) Legal Entity: The bidder should be a Business Entity Copy of Memorandum of Association /
that is a company registered in India under the Article of Association or similar
Companies Act 1956/2013, and operating for the document and Proof of incorporation
last 5 years in Branding and Marketing of the firm
communication/Advertising which should include /company (Articles of
Social media handling and PR activities services Association)
working as on 31th March 2021.

b) The Media Partner should have multi city (at least Complete Details of the
2 offices in which one need to be in Delhi NCR) Communication Address duly certified
presence in India. by Authorized Signatory

c) The bidder should have been in the business of

providing Branding and Marketing
communication/Advertising which should include Proofs like work orders, clearly stating
Social media handling and PR activities services to the Scope of Work , along with the
State/ Central Government/ PSUs in India for at value of work/ services delivered
least the last 3 years.

d) The Media Partner should have prior experience of

working with Central or State Government for
providing its services for branding and marketing,

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 developing professional creative and visual imagery
such as logo, brochures, advertisements,
newsletters, flyers, banners and hoardings for at Proofs like work order
least 2 national/state events and 2 Global Investor
Summits.

e) The Media Partner should have prior experience of

working with Central or State Government or PSU
for providing Branding and Marketing Proof like work orders
communication/Advertising which should include
Social media handling and PR activities services for
at least 3 years, from the date of opening of the bid.

f) The firm/organization should not be blacklisted by

any state/ central Government or their agencies
including Central/State Level Public Enterprises. Legal undertaking

Financial Criteria:
Minimum average annual turnover exclusively from
Branding and Marketing communication/Advertising which
should include Social media handling and PR activities
services along with Creative services only of the bidder
2
should be at least Rs. 100 crores in the last three financial
years (2018-19; 2019-20; 2020-21).
3 Firm must not be disqualified/terminated/ debarred by any
State/ Central Government or their agencies
1. CA / Auditor Certificate certifying the
Net worth/ Turnover from
Audited Profit & Loss account and
Balance Sheet / statement showing
revenues for 3 financial years FY
2018-19, FY 2019-20 and FY 2020-
21 certified by CA along with
ITR of last three years.
Self-certification by the authorized
signatory

4 Statutory Registrations Copy of valid certificate

The Applicant must have a valid GST Number and PAN
Card in India.

7.3 Technical Qualification Criteria

1. Bidders who meet the pre-qualifications/eligibility requirements as on date of bid submission would
be considered as qualified to move to the next stage of Technical evaluations. Based on
technical evaluation framework mentioned, the Committee shall evaluate each proposal and allot
technical score as per the Technical criteria mentioned below.
2. A senior dedicated team lead will have to be appointed by bidder who will be the interface between
the JKTPO and other resources. The Media Partner must submit details of the key personnel in a
format suggested in this document and must fulfill the Conditions of Eligibility

S. No Criteria Max. Points

1 Professional Experience - Specific experience of the Consultant (as a Firm) relevant to 25

the assignment
2 Professional Staff - Key professional staff qualifications and competence for the 25
assignment
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 3 Approach and Methodology - Adequacy and quality of the proposed methodology, and 50
work plan corresponding to the terms of Reference (TORs)
Total 100

7.4 Evaluation shall be done on following criteria and points will be allocated against each component:

S.NO Evaluation Criteria Max Supporting Documents

Points
1. Professional Experience of 25 1. Work experience of the bidder in assisting Central Govt. /
bidder in last 5 years, with State Govt. / Central PSU / State PSU in Branding and
an engagement value of at Marketing communication/Advertising which should
least Rs. 50 Lakh per include Social media handling and PR activities in last 5
assignment. years (duration of the assignment should be minimum of 6
months for it to be considered). 3 marks for each project.
Subject to maximum of 15 marks
2. Experience of the bidder in assisting Central Govt. / State
Govt. / PSU in Marketing/ Media/ Advertising activity
related to Investment Promotion in last 5 years (duration
of an assignment should be minimum of 6 months for it to
be considered). 5 marks for each project.
Subject to maximum of 10 marks
Letter of Award/Certificate from the client showing the time and
period and contract value.

2. Professional Staff 25
1. Project Manager 7 The Project Manager should preferably be from Marketing and
(off-site) PR Back ground and must be well versed in Social Media and
Brand development as well as digital promotion. Must have
Masters degree / Post graduate diploma.
1. 5 Marks for 10 years of experience in PR and/or
Marketing, Social media promotion/ Branding.
2. Additional 2 marks will be awarded in case worked on
government projects.

2.Team Leader and 6 The Team Leader should preferably be from Branding and
Content Expert Marketing communication back ground and must be well
(On-site) versed in Social Media and PR. Must have Masters degree /
Post graduate diploma.
1. 4 Marks for 8 years of experience in PR and/or
Marketing, Social media promotion/ Branding and
3. Additional 2 marks will be awarded in case worked on
government projects.

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 2. Social Media/IT
Expert
(On site)
4. Public Relation/ 4 1. 3 Marks for 5 years of proven working experience in
Media Expert (on-site)
5 1. 3 Marks for 5 year experience in Website Monitoring,
Blogging, Branding Competitive Analysis, Content
Analysis, Content Development and SEO/SEM, email
campaigns, social media campaigns and/or digital
advertising campaigns.
2. Additional 2 marks will be awarded in case worked on
government projects.
public relations required.
2. Additional 1 marks will be awarded in case worked on
government projects.

5. Design/Video Expert 3 1. 3 Marks for 5 years of proven working experience as

graphic & video editor.
Approach and 50 The Technical presentation shall take place before the bid
3. Methodology committee.

Technical Presentation on 1. Experience/Knowledge gained for conducting similar

BrandJK, InvestJK and kinds of campaigns/projects along with appreciation
Strengthening of Exports in letters - 10 Marks
Jammu & Kashmir. 2. Proposed Marketing, Media, PR and social media
Strategy for InvestJK– 10 Marks
3. Proposed Brand Strategy for Brand Jammu & Kashmir
- 10 Marks
4. Proposed Brand Strategy for Export Strengthening -10
Marks
5. Showcase of videos, advertisements prepared and
strategy for InvestJK/Brand Jammu & Kashmir/Export
with proposed milestones – 10 Marks

Total 100

12.5 Bidders, whose bids are responsive, based on minimum qualification criteria / documents as in
Pre- Qualification Criteria and score at least 70 marks in the Technical Evaluation Criteria, would be
considered technically qualified. Price Bids of such technically qualified Bidders alone shall further be
opened.

*Schedule for technical presentation will be communicated to bidders who qualify Pre-Qualification
criteria. It is mandatory for bidders who qualify Pre-Qualification criteria to appear for Technical
Evaluation Round else the bid would not be considered for further evaluation. Proposer need to submit
the soft copy and hard copy of the technical presentation at the time of technical presentation.
7.5 Commercial Bid Evaluation
1. The Financial Bids of technically qualified Bidders will be opened on the prescribed date in the presence
of Bidder representatives by Bid Evaluation Committee.
2. If a firm quotes NIL charges / consideration, the bid shall be treated as non responsive and will not be
considered.
3. Only fixed price financial bids indicating total price for all the deliverables and services specified in this
bid document will be considered.
4. The bid price will inclusive of GST and all other taxes for the contract period.

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 5. The bid prices shall be in Indian Rupees and mentioned separately.
6. Any conditional bid would be rejected
7. Errors & Rectification: Arithmetical errors will be rectified on the following basis: “If there is a discrepancy
between the unit price and the total price that is obtained by multiplying the unit price and quantity,
the unit price shall prevail and the total price shall be corrected. If there is a discrepancy between words
and figures, the amount in words will prevail”.
8. The Bids received will be evaluated using Quality cum Cost Based Solution (QCBS) as under: -
1. After the Technical evaluation, the evaluation committee will evaluate each of the Technically
Qualified bidders’ response on the basis of technical and financial parameters. The weightage of the
technical and financial parameters will be in the ratio of 80:20 respectively.
2. The Bidder with lowest qualifying financial bid (L1) will be awarded 100% score. Financial Scores for
other than L1 Bidders will be evaluated using the following formula:
Financial Score of a Bidder (Fn) = {(Commercial Bid of L1/Commercial Bid of the Bidder) X 100} %
(Adjusted to two decimal places)
3. The technical and financial scores secured by each Bidder will be added using weightage of 80%
and 20% respectively to compute a Composite Bid Score.
4. The bidder securing the highest Composite Bid Score will be adjudicated as the most responsive
bidder for award of the Project. The overall score will be calculated as follows:
<Bn = 0.80 * Tn + 0.20* Fn>
Where
Bn = overall score of Bidder
Tn = Technical score of the Bidder (out of maximum of 100 marks)
Fn = Normalized financial score of the Bidder
9. In the event the bid composite bid scores are ‘tied’, the Bidder securing the highest technical score will
be adjudicated as the Best Value Bidder for award of the Project.

8. Appointment of Media Partner

8.1 Award Criteria
The JKTPO will award the Contract to the successful Bidder whose proposal has been determined to be
substantially responsive and has been determined as the most responsive bids as per the process outlined
above. The evaluations will be based on the bids received and on the additional information requested by
the JKTPO.
8.2 Right to Accept Any Proposal and to Reject Any or All Proposal(s)
The JKTPO reserves the right to accept or reject any proposal, and to annul the biding process/ Public
procurement process and reject all proposals at any time prior to award of contract, without incurring any
liability to the affected Bidder or Bidders or any obligation to inform the affected Bidder or Bidders of the
grounds for JKTPO action. JKTPO also reserves the right to accept or reject all proposals.

8.3 Notification of Award

Prior to the expiration of the validity period, JKTPO will notify the successful Bidder in writing or by fax or
email, that its proposal has been accepted (Letter of Intent). The Bidder shall acknowledge in writing
receipt of the notification of award and will send his acceptance to enter into agreement within three
(3) days of issuance of LOI. In case the biding process / public procurement process has not been
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 completed within the stipulated period, the JKTPO, may request the Bidders to extend the validity period
of their Proposal. The decision to extend the validity period of a Bidder’s Proposal shall be the Bidder’s
sole prerogative.
8.4 Contract finalization and award
The JKTPO shall invite the Bidder(s) whose Proposal has been ranked best value bid on the basis of
Technical and Commercial Evaluation to the proposed Project, as per the guidance provided by
Government/Central Vigilance Commission (CVC).On this basis the draft contract agreement would be
finalized for award & signing.
8.5 Signing of contract/Agreement
Subsequent to receipt of valid Performance Guarantee from the successful Bidder, the parties shall enter
into a contract/Agreement within 15 days of issuance of LOI, incorporating all clauses, pre-bid clarifications
and the Proposal of the Bidder, between the JKTPO and the successful Bidder.

8.6 Failure to Agree with the Terms and Conditions of the RFP
Failure of the successful Bidder to agree with the Draft Legal Agreement and Terms & Conditions of the
RFP shall constitute sufficient grounds for the annulment of the award, besides forfeiture of EMD or any
other security of the bidder deposited with JKTPO. In such an event, JKTPO may award the contract to the
next lowest bidder (L2) or call for new proposals from the interested Bidders.

9. Scope of Work

The scope of work to be undertaken by the Media Partner is given hereinafter and the same is merely illustrative
and not exhaustive. The Media Partner shall thus have to consider the required output and include all further
incidental activities that may be necessary for efficient and successful implementation and for achieving the
ultimate purpose of the assignment. The Scope of Work for formulating an integrated communications strategy
(public relations and social media) and work-plan to execute the integrated communications strategy shall
include the following:

9.1 Branding:

Prepare branding strategy for InvestJK and Brand Jammu & Kashmir. Building brand credibility, Brand
positioning, Improve brand perception and managing negative reputation is part of scope of the assignment. To
achieve the same the Media Partner may also require executing the strategy as and when required. Cost for
the execution will be borne by JKTPO.

9.2 Strategy – Brand and Design Strategy

1. Formulate and Implement a 24-month brand strategy for BrandJK & InvestJK and time line of activities
undertaken by JKTPO.
2. The task is to formulate an Integrated Communications Strategy (public relations and social media) for
Jammu & Kashmir in general and I&C in particular.
3. Basis the brand strategy, put in place a design strategy for various platforms and types of collaterals (Print
/ Digital/ OOH / Radio). Design strategy would include development of a standard design handbook which
would ensure consistency of the BrandJK, InvestJK & I&C deptt. and reflect its core ethos as well.
4. Innovative Campaigns – The Media Partner shall be responsible for carrying out innovative programme/
campaigns with bloggers/ industry partners who are having strong digital presence, to support & sustain
digital brand image of Jammu & Kashmir with top media houses throughout the tenure as & when required.
5. Content Creation - The Media Partner shall responsible for creating content as per deliverables. It is
expected out of Media Partner to develop content with impeccable spelling and grammar, with clear
understanding of tourism consumer through thorough research.

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9.3 Social Media Management & Management of Websites – Strategy | Creatives

Formulate and Implement a 24-month social media strategy for InvestJK & BrandJK social platform aimed
to at least double the current reach and audience.

a) Creatives and Campaigns:

1. Conceptualize campaigns for InvestJk, BrandJk and Exports. Include making creatives and copies for
the same.
2. Detailed campaign reports for measuring the impact of the activities on social channel against the effort.
3. The Media Partner should create and manage two influencer marketing campaigns in consultation with
JKTPO

b) Content & Design work would be required for:

1. Event based creatives – Standees, Brochures, banners, mementos, etc

2. Creative for social media campaigns and website .
3. Creating HTMLized mailers for all programs
4. Blogs for website
5. Monthly newsletters & quarterly magazines
6. Flyers, Standees, Notebooks, merchandise, event backdrops etc

c) Social Media Monitoring Program:

1. Monitor the sentiment around BrandJK & InvestJK on the internet on a weekly basis
2. Monitoring traction of various campaign in terms of Google Analytics goals /impressions/
engagement (metrics to be defined in consultation)

d) Website Management & Development:

1. Maintenance of websites (www.invest.jk.gov.in, www.jkinvestorsummit.com and www.jktpo.in) that

includes Addition /Editing /Updation of content (text, images) and if required design template creation/
changing of templates
2. If required Media Partner may have to take up re-designing and development work of any of the websites.

9.4 Video Creation

1. Promotional Videos – 2 (English & Hindi) on Brand Jammu & Kashmir using drones and other latest
technologies for best locations, coverage of existing industry in Jammu & Kashmir, (Video length 1 to
3 minutes),
2. 1 video every month for BrandJK or Invest JK (Video length 60 sec)
3. Regular series of videos on various programs that get launched, Govt schemes, success stories,
events videos, testimonials, Promotional Videos etc. for social media using stock videos.
4. 6. Sectoral Films on 06 focus sectors (Video length 3 to 5 minutes)\
5. Functional Youtube Channel with regular video content.

(Note: The cost of video creation will be included in commercial Proposal.)

9.5 Public Relations

1. The Media Partner should develop a communications statement, Unique Selling Propositions & develop
consistent messaging across Public Relations & Social Media.

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 2. The Media Partner should map the top editors, journalists and columnists from reputed national and
international wires, dailies, financial dailies, magazines, journals, TV media including wires and regional
newspapers of relevance to the state of Jammu & Kashmir.
3. The Media Partner should disseminate information to media of national and international repute on major
initiatives, achievements, developments of the BrandJK and activities undertaken by JKTPO, as per
requirements from time to time.
4. The Media Partner should facilitate monthly relationship building meetings/calls for spokespersons of
JKTPO with senior journalists and editors of national and international repute covering business, policy,
investments and industry.
5. The Media Partner should facilitate monthly relationship building meetings/calls for spokespersons of
JKTPO with senior journalists and editors of national and international repute covering business, policy,
InvestJK, BrandJK and industry.
6. The Media Partner should track and analyze media coverage of trade, business and general press based
on keywords provided by JKTPO and send daily alerts. The Media Partner is also expected to submit a
weekly progress report and a monthly audit on media coverage of Jammu & Kashmir vis-à-vis competing
states.
7. The Media Partner is required to organize pre and post event press conferences as recommended by
JKTPO, create and disseminate press note of events & activities undertaken by JKTPO.
8. Any other public relations engagement as specified by JKTPO.

9.6 Crisis management:

The Media partner should also assist JKTPO during times of crisis by countering situations and negative news,
incidents with a well thought out plan.

9.7 Communication report:

The Media Partner should submit weekly ‘effectiveness analysis and MIS reports’ to JKTPO on Brand
development, public relations and social media. A detailed analysis of each communication tool, tactic and
platform must be shared with JKTPO. It includes a summary of conversation around BrandJK in general and
InvestJK in particular.

9.8 Planning and Media Buying for Digital Marketing

The Media Partner shall may be responsible for planning and Media Buying for activities throughout the tenure
of agreement for all calendared events of JKTPO and all campaign as planned; when required newly added
events will also be the part of Media Buying Planning. Consultation should be provided by the Media Partner
for finding top media houses in specific genres, evaluating them and provide comparative chart for at least top
3 media agencies.

10. Team Composition

1. The team for the engagement should comprise of both on-site and offsite team members. The off-site will
be Project Manager and on-site team should consist of four (04) team members Team Leader, Media
Expert, Design/Video Expert and Social Media/IT Expert who should be stationed full time at the Jammu &
Kashmir Trade Promotion Organization (JKTPO) office in Jammu/Srinagar.

2. The on-site team should be supported by the other team members of Media Partner for the timely completion
of the activities and deliverables finalized in consultation with the JKTPO. Media Partner should also have a
professional translator to translate content from English to vernacular languages & vice versa.

3. The Media Partner shall place the project team at JKTPO as per requirement of Organization and tasks
before hands. If at any point in time, the Organization feels that a resource is not up to the mark, a
replacement will be demanded in written, and will need to be obliged within 2 weeks. The Media Partner is
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 not expected to change the team from what is proposed as a part of the response to this RFP. However if a
resource needs to be changed due to unforeseen circumstances, the Media Partner need to give it in written
to the Client and only upon agreement, the replacement may be carried out. Media Partner is responsible to
ensure 24 months deployment for each resource at the JKTPO, Jammu/Srinagar, as per the provisions of
this RFP.
11. Payment Schedule
16.1 The rates quoted in Financial bid are for 24 months, thus the payment to the selected Media Partner
would be payable monthly by dividing the total amount in 24 equal monthly installments and as per
the actual deployment of the resources and at bidder as per following schedule:

S.No Description Payment as % of

total contract
Value
1. Mobilization advance against bank guarantee:
A. 5% on deployment of Human resource and material 10.00 %
resource.
B. 5% will be released on submission of comprehensive
strategy for Media, Public Relations, Social Media
and Building the Brand- Jammu & Kashmir related to
BrandJK, InvestJk and Exports of UT of JK.
2. Per Month Payment (24 Months ) 70.00 %
3. After Successful completion of engagement related to
Invest JK, Brand JK & Export Strategy. 20.00%

15.2 All payments shall be made subject to deduction of TDS (Tax deduction at Source) as per the
applicable Acts & Laws.

15.3 No Interest shall be paid on delayed payments.

12. Instructions for Payments

1. The Invoice will be submitted after every Month. The payment will be made within 15 days after submission
of Invoice. The Selected bidder shall satisfactorily perform work as specified per RFP after completion of
every month on submission of a monthly progress report (MPR) of deliverables submitted for release of
payments after evaluation of MPR by the committee to be nominated for same. The bill shall also be
accompanied with attendance statement for that particular month and invoice (in duplicate), by the said
Media Partner, within a period of 15 days.

2. The selected Media Partner will be required to submit the comprehensive strategy for promotion of
BrandJK, InvestJK and activities undertaken by JKTPO in 30 days from the effective date of the contract.
This strategy document and other initiatives would be taken up for defining each assignment and the
timelines will be agreed upon for each of such assignment. The selected Media Partner will be required to
extend all the support required to meet the intended objectives of the comprehensive strategy.

3. All travel expenses outside and within Jammu & Kashmir for achieving aforementioned scope of work shall
be borne by intending bidder.

4. If the monthly progress of the assignment is not as per the agreed scope of work, comprehensive strategy
submitted by bidder and defined deliverables; the Selected Bidder shall be liable to pay penalty of 1%
which shall be recovered from the running bills of the Media Partner or from the security amount.

5. Team members should have their own laptops and other peripherals including mobile phone.
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6. The monthly payments shall be released only after the recommendations of the designated Project
Monitoring committee (PMC) based on MPRs.

13. Deliverables

The Media Partner shall prepare the following deliverables in accordance with the comprehensive strategy
submitted and the scope of work mentioned in the RFP in the shape of Monthly Progress Report (MPR):

S.No Tasks Deliverables Delivery Date

1. Dissemination of Minimum 3 media statements in media of national or Monthly
information international repute.

Minimum 3 unique items for positive press coverage

a month in media of national or international repute;
along with a detailed report on coverage in the media.
2. Interviews Minimum 2 interviews in media of national or Monthly
international repute related to InvestJK/ BrandJK/
Exports of UT and activities undertaken by JKTPO.
3. Industry stories & 1 industry story/op-ed related to InvestJK/ BrandJK/ Monthly
op-eds Exports of UT and activities undertaken by JKTPO.
4. Maintain social Maintain at least social media accounts in different Within 6 Months of
media accounts platforms and ensure that following number of real signing of contract
followers:
Twitter: 30,000; LinkedIn: 2,000; Instagram: 4,000
Facebook: 30,000
Youtube : 5,000
5. Development of a) 60 unique posts across social media channels Monthly
content
b) 5 infographics
c) 4 original blogposts a month for publication on
several platforms (including the website of
Investjk)
d) 5 corporate/industry bytes (could be text or
video of 60 Sec).

e) 2 videos of 60 sec of length (either graphically

illustrated or live interviews/ industry bytes of
studio quality)
6. Communication A detailed communication report on InvestJK/ Monthly
report BrandJK/ Exports of UT and media related activities by
JKTPO.
7. Event support Branding, PR & Social Media As and when
and any other required
activity

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14. General Terms and Conditions of Bid & Contract
Proposers should read these conditions carefully and comply strictly while sending their bids. The proposer
shall be deemed to have carefully examined the conditions of the services to be rendered. If the proposer
has any doubts as to the meaning of any portion of these conditions, he shall, before submitting the Bid and
signing the contract refer the same to the JKTPO for clarifications.
19.1 Contract Documents
Subject to the order of precedence set forth in the Agreement, all documents forming the Contract (and
all parts thereof) are intended to be correlative, complementary, and mutually explanatory.
19.2 Governing Law
The Contract shall be governed by and interpreted in accordance with the laws of the UT of Jammu &
Kashmir.
19.3 Selected Proposer’s Responsibilities
The selected Media Partner shall deliver services included in the scope of work in accordance with the
provisions of bidding document and/ or contract.
19.4 Recoveries from selected Media Partner
1. Recovery of liquidated damages or penalties shall be made ordinarily from running bills/PBG.
2. The balance, if any, shall be demanded from the selected Media Partner and when recovery is not
possible, the JKTPO shall take recourse to law in force, if need arise be.
19.5 Taxes & Duties
1. TDS on GST (2%) shall be deducted from running bills as per the prescribed rules.
2. Income tax deduction shall be recovered by JKTPO from the running bills of Media Partner as per
applicable rules.
19.6 Copyright
The copyright in all materials containing data and information furnished to the JKTPO by the selected Media
Partner herein shall remain vested with the JKTPO, or, if they are furnished to the JKTPO directly or through
the selected Media Partner by any third party, including suppliers of materials, the copyright in such materials
shall remain vested in such third party.
19.7 Confidential Information
The RFP contains information proprietary to JKTPO. JKTPO requires the recipients of this RFP to maintain
its contents in the same confidence as their own confidential information and refrain from reproducing it in
whole or in part without the written permission of JKTPO. JKTPO will not return the bids/responses to the
RFP received. The information provided by the bidder(s) will be held in confidence and will be used for the
sole purpose of evaluation of bids.
19.8 Notices
1. Any notice or other document which may be given by either Party under this Agreement or under the
SLA shall be given in writing in person or by pre-paid recorded delivery post, email or by fax.
2. In relation to a notice given under this Agreement, any such notice or other document shall be
addressed to the other Party’s principal or registered office address as set out below:

Managing Director,
Jammu & Kashmir Trade Promotion Organization,
6th Floor, Jawaharlal Nehru Udyog Bhawan, Jammu 180012

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 Ph: 0191-2479924 email: contactjktpo@gmail.com,

In relation to a notice given under the MSA / SLA, a Party shall specify the Parties’ address for service
of notices, any such notice to be copied to the Parties at the addresses set out in this Clause.
3. Any such notice or other document shall be deemed to have been given to the other Party (or, if
relevant, its relevant associated company) when delivered (if delivered in person) if delivered between
the hours of 9.00 am and 5.00 pm at the address of the other Party set forth above or if sent by fax,
provided the copy fax is accompanied by a confirmation of transmission, or on the next working day
thereafter if delivered outside such hours, and 7 days from the date of posting (if by letter).
4. Either Party to this Agreement or to the SLA may change its address, telephone number, facsimile
number and nominated contact for notification purposes by giving the other reasonable prior written
notice of the new information and its effective date.
19.9 Sub-contracting
The proposer shall not assign or sub-let his contract or any substantial part thereof to any other Media
Partner without the permission of JKTPO. JKTPO may on its sole discretion may allow sub-contracting
of any activities as mentioned in the scope of wok of the RFP.

15. Liquidated Damages

In the event of delay or any gross negligence in implementation of the project, for causes solely attributable
to the Media Partner, in achieving the deliverables, JKTPO shall be entitled as an option to recover from
the Media Partner as agreed, liquidated damages, a sum of 1% of the value of the bills which suffered
delay or gross negligence for each completed month or part thereof subject to a limit of 10% of the contract.
This right to claim any liquidated damages shall be without prejudice to other rights and remedies available
to Client under the contract and law.

16. Force Majeure

Notwithstanding the provisions of conditions of contract, the Successful Bidder shall not be liable for
forfeiture of its performance security, liquidated damages or termination for default, if and to the extent that,
its’ delay in performance or other failure to perform its obligations under the Contract is the result of an
event of Force Majeure

For purpose of this Clause, Force Majeure means an event beyond the control of the Successful Bidder
and not involving the Successful Bidder’s fault or negligence and not foreseeable. Such events may
include, but are not limited to, acts of Government either in its sovereign or contractual capacity, wars or
revolutions, fires, floods, epidemics, quarantine restrictions during pandemics and freight embargoes.

If a Force Majeure situation arises the Successful Bidder shall promptly notify JKTPO in writing of such
conditions and the cause thereof. Unless otherwise directed by JKTPO in writing, the Successful Bidder
shall continue to perform its obligations under the Contract as far as is reasonably practical, and shall seek
all reasonable alternative means for performance not prevented by the Force Majeure event.

17. Termination

17.1 Termination for Default

JKTPO may, without prejudice to any other remedy for breach of contract, by written 30 days’ notice of
default sent to the Successful Bidder, terminate the Contract in whole or part.

If the Successful Bidder fails to deliver any or all of the systems within the period(s) specified in the

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 Contract, or within any extension thereof granted by the JKTPO pursuant to conditions of contract clause
or if the Successful Bidder fails to perform any other obligation(s) under the Contract.

In the event that JKTPO terminates the Contract in whole or in part, pursuant to the conditions of contract
clause, it may procure, upon such terms and in such manner, as it deems appropriate, systems or services
similar to those undelivered, and the Successful Bidder shall be liable to pay JKTPO for any excess costs
for such similar systems or services. However, the Successful Bidder shall continue the performance of
the Contract to the extent not terminated.

17.2 Termination for Insolvency

JKTPO may at any time terminate the Contract by giving a written notice of at least 30 days to the selected
proposer, if the selected proposer becomes bankrupt or otherwise insolvent. In such event, termination will
be without compensation to the selected proposer, provided that such termination will not prejudice or
affect any right of action or remedy that has accrued or will accrue thereafter to JKTPO.

17.3 Termination for Convenience

JKTPO, by 30 days’ written notice sent to the Successful Bidder may terminate the Contract, in whole or
in part, at any time for its convenience. The notice of termination shall specify that termination is for
JKTPO’s convenience, the extent to which performance of the Successful Bidder under the Contract is
terminated, and the date upon which such termination becomes effective. However, any undisputed
payment to the invoices of the task accomplished by successful bidder would be paid by JKTPO.

18. Dispute Resolution Mechanism

The Bidder and the Organization shall endeavor their best to amicably settle all disputes arising out of
or in connection with the Contract in the following manner:

1. The Party raising a dispute shall address to the other Party a notice requesting an amicable settlement
of the dispute within seven (7) days of receipt of the notice.

2. Matter will be referred for negotiation between Officers nominated by the Organization and the
Authorized Official of the Bidder. The matter shall then be resolved between them and the agreed
course of action documented within a further period of 15 days.

3. In case any dispute between the Parties, does not settle by negotiation in the manner as mentioned
above, the same may be resolved exclusively by referring the matter to MD, JKTPO for appropriate
resolution with in a period of 15 days. Again if the matter is not resolved at the level of MD, JKTPO, a
mutually agreed arbitrator shall be appointed at Srinagar/Jammu and proceedings shall be conducted
in accordance with the provisions of Arbitration and Conciliation Act, 1996 or any statutory modification
or re-enactment thereof.

19. Other Conditions

1. The Successful bidder must depute on-site team at JKTPO Office in Jammu/Srinagar within 15 days
after the issuance of LOI.
2. The Successful bidder shall bear the expenses regarding delivery of services.
3. The Successful bidder shall not under any circumstances revise the rates already approved for services.
Any request for an increase in the rates will not be entertained under any circumstances during the
contract period.
4. The Successful bidder shall execute the whole work in strict accordance with guidelines of JKTPO.
5. JKTPO shall have power to make any alterations/additions to the original scope of work. The Successful
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 bidder(s) shall be bound to carry out the work in accordance with any instructions given by JKTPO. Such
alterations/additions shall not invalidate the contract, the Media Partner shall abide by the directions
passed by JKTPO in this regard.
6. Any publicity by the bidder in which the name of the JKTPO is to be used should be done only with the
explicit written permission of the JKTPO.

20. Substitution of Personnel

The JKTPO will not normally consider any request of the Selected Bidder for substitution of Personnel.
Substitution will only be permitted if the Personnel is not available for reasons of any incapacity due to
health, subject to equally or better qualified and experienced personnel being provided to the satisfaction
of the JKTPO.

21. Amendment / Modification of RFP

1. At any time prior to the deadline for submission of Proposal, JKTPO may, for any reason, whether at its
own initiative or in response to clarifications requested by the Bidder, modify the RFP document by the
issuance of Modified RFP/ Addendum/ Amendment/ Corrigendum through posting it only on e-Bid portal.
2. All such amendments/modified RFP will be posted only on the e-Bid Portal and shall not be published in
any newspaper and will be binding on all Bidders.
3. In order to afford the Bidders a reasonable time for taking an amendment into account, or for an y other
reason, JKTPO may, in its sole discretion, extend the Proposal Due Date.

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