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1 REQUEST FOR PROPOSAL FOR EMPANELMENT OF ADVERTISING AGENCIES RFP NO : CC&C/PR/ / DATED : State Bank of India, Public Relations Dept., Corporate Centre, Mumbai 2015 2 INDEX SECTION HEADING PAGE Disclaimer 3 I Specifications for Request for Proposal 4 II Proposal 8 Terms & Conditions of the proposal 13 Annexure I Scope of Work/Engagement 17 Annexure II Format for Submission of Proposal 19 Annexure III Format of Certificate required for 22 empanelment Annexure IV Format of Certificate required for 23 satisfactory completion of Media Campaign Annexure V Format for Declaration-cum-Certificate for 24 No Overdue to any publications, Non Blacklisting by any Company and No legal/civil/criminal/taxation/other cases pending Annexure VI Format for CV for proposed staff 25 3 DISCLAIMER 1. This document does not constitute nor should it be interpreted as an offer from the Bank to empanel/ engage Advertising Agencies. 2. This document is meant to provide information only and upon the express understanding that the recipients will use it only for the purpose set out herein. 3. It should not be assumed that there shall be no deviation or change in this document. 4. While this document has been prepared in good faith, neither the Bank nor any of its officers or employees make any representation or warranty or shall have any responsibility whatsoever in respect of this document. Any liability is accordingly and expressly disclaimed. 5. This document constitutes no form of commitment on the part of the Bank. Important Dates: Event Date Date of Opening of Bid Submission Date of Pre Bid Meeting at Big Conference Hall, 9 th floor, SBI, Corporate Centre, State Bank Bhavan, Nariman Point, Mumbai Last date of Submission of Bid Date of opening of Bids at Big Conference Hall, 9 th floor, SBI, Corporate Centre, State Bank Bhavan, Nariman Point, Mumbai (Representatives of bidder may be present during opening of bid. However, bids would be opened even in the absence of any or all of the bidders representatives) 4 Section-I Specifications for Request for Proposal (RFP) 1. DEFINITIONS (a) Agency, Firm, Company, Bidder means any entity or person or associations of persons who submit their proposals for providing Services to SBI in accordance with this RFP. (b) Assignment / job means the work to be performed by the Advertising Agencies pursuant to the Contract. (c) Bank means State Bank of India or SBI. (d) Contract means the agreement in a format approved by SBI, to be executed between SBI and the selected/successful bidders as per this RFP for the services as per the terms and conditions approved by the SBI and in accordance with the Terms of Reference(TOR). (e) Day means English calendar day. (f) RFP means this Request for Proposal issued by SBI for the Empanelment of Advertising Agencies. (g) SBI means State Bank of India constituted as per the State Bank of India Act, 1955 having its Corporate Centre at State Bank Bhavan, Madam Cama Road, Nariman Point, Mumbai through its Public Relations Department at Corporate Centre, Mumbai. (h) Terms of Reference (TOR) means the document included in the RFP which explains the scope of work, activities, tasks to be performed. (i) Proposal or Bid means the bidder s written reply or submission in response to this RFP. 5 2. INTRODUCTION 2.1 State Bank of India (SBI) is India s largest Bank with a network of more than branches and five Subsidiary Banks having over 5000 branches spread across India. Bank also has presence in 36 countries across the globe. The Bank offers wide range of products and services to both Corporate and Retails Customers. The Bank also has one of the largest networks of more than ATMs spread across geographical locations. Bank also provides services to its customers through alternate channels such as Internet Banking, Debit Cards, and Mobile Banking, etc. To expand further reach, Bank is also forging ahead with cutting edge technologies and innovative new banking models. 2.2 SBI as a brand is iconic and has the trust and confidence of India. SBI aspires to further enhance its reach to the people of India, create total brand recognition and be the preferred choice of customers in the Banking Industry. SBI has won many accolades for its products, services, technology and as a brand. SBI proposes to enhance its use of the services of advertising agencies for fostering its reach and brand awareness. 2.3 For the above purpose, SBI invites proposals from the reputed and qualified agencies for empanelling to the Bank s panel of advertising agencies for rendering the services as mentioned herein. 2.4 The Proposal will be the basis for contract negotiations and ultimately for a signed Contract with the selected Advertising Agencies. 2.5 Agencies shall bear all costs associated with the preparation and submission of their proposals. SBI is not bound to accept any or all proposals, and reserves the right to annul the selection process without assigning any reason(s), at any stage of the RFP process without incurring any liability or obligations on the Bank. SBI also reserves the right to re-issue the RFP, if the Bank decides so. 2.6 SBI may in its absolute discretion, but without being under any obligation to do so, update, amend, clarify or supplement the information in this RFP document. SBI also reserves the right to reject all or any agency(ies) without assigning any reasons, whatsoever. 6 3. SCOPE OF EMPANELMENT 3.1 The State Bank of India proposes to empanel advertising agencies for the term mentioned in the Scope of Engagement detailed in Annexure I. Category I : To design, develop & release the Bank s creative in Advertising Campaigns in all types of media viz. Print, Electronic, Outdoor, digital/social media etc.& other jobs as may be decided by the Bank. 3.2 SBI may empanel 10 Advertising Agencies under Category I from amongst those who have responded to the RFP as per the procedure detailed in this document. The Bank reserves the right to change the number of agencies in either or both the categories as per the requirement of the Bank as may be determined in its sole discretion. 3.3 The award of the work will be at the sole discretion of the Bank irrespective of the Empanelment of the Advertising Agencies under Category I. 3.4 Mere empanelment by itself does not confer any right to the empanelled agencies or any assurance of job/work/business. 4. PRE BID MEETING AND AMENDMENT OF RFP DOCUMENTS 4.1 A Pre-Bid Meeting to resolve any queries of the bidders, will be held as per date and time mentioned in Point Time Schedule for RFP Process on page Agencies may request clarifications on any clause of the RFP documents by raising queries to SBI. Any request for clarification must be sent in writing via regular mail to the Address as mentioned in Clause 14 or by to All such regular mail or should be received on or before the time stipulated for the said purpose in point No.7.1 Time Schedule for RFP process on page 12. SBI shall clarify all such queries in the pre bid meeting or at the Bank s sole discretion may reply by e- mail or post or courier to individual queries. However, it may be noted that non-receipt of reply to the queries raised by an interested entity shall not be accepted as a valid reason for non-submission of offer or delayed submission. In addition to the above, nonreply to any query may not be deemed as an acceptance of the issue by the Bank. Should SBI deem it necessary to amend the RFP as a result of a clarification or otherwise, it shall do so following the procedure under para 4.3 below. 7 4.3 SBI may at its sole discretion, but without being under any obligations to do so, amend, update, clarify, modify or supplement the RFP by issuing an addendum/corrigendum/clarification in writing. Such amendment will be posted on the Bank s website in the form of addendum or corrigendum or clarifications and such addendum/corrigendum/clarification shall be binding on all the concerned. To enable the bidders to take into account the impact of the amendments in their proposals, SBI may, at its sole discretion, extend the deadline for submission of proposals. 5. CONFLICT OF INTEREST 5.1 SBI requires that Agencies provide professional, objective and impartial services and at all times hold SBI s interests paramount, strictly avoid conflicts with other Assignment(s)/ Job(s) or their own corporate interests and act without any expectations/ consideration for award of any future assignment(s) from SBI. 5.2 Agencies shall have an obligation to disclose any situation of actual or potential conflict that impacts their capacity to serve the best interest of SBI, or that may reasonably be perceived as having this effect. If the Agencies fail to disclose said situations and if SBI comes to know about any such situation at any time, it may lead to the disqualification of the Agencies during bidding process or the termination of its Agreement during execution of assignment. 5.3 Employees of SBI shall not work as, for or be a part of the firm/company or Agency(ies). Similarly employees of the agency shall not have any right of employment in the Bank. 8 Section-II PROPOSAL 1. PROPOSAL i. No Agency shall submit more than one proposal. An Agency can submit only one proposal either under Category I or Category II of the empanelment of advertising agencies and the same will be mentioned on the proposal. If an Agency submits more than one proposal or participates in more than one category, all the proposals submitted by the agency shall be disqualified. ii. The proposal, correspondence and communication for the process would be in English language only. No other languages, vernacular versions or translations / transliterations are permitted. The proposals which are not in English shall be rejected. iii. Proposals once submitted cannot be withdrawn by the agency(ies). 2. ELIGIBILITY CRITERIA : Reputed agencies meeting the following minimum qualifying criteria as on the date of RFP are eligible to apply. Agencies not meeting the necessary eligibility criteria will not be considered for further evaluations. Eligibility Criteria for Empanelment under Category I: a) The Agency s turnover for last 3 consecutive financial years i.e. F.Y , and shall be minimum Rs.35 Crores for each year as per Audited Balance Sheets-. b) The Agency should have full accreditation with Indian Newspaper Society(INS) and accreditation or registration with Doordarshan(DD) and All India Radio(AIR) as on date of RFP. c) The Agency should have experience of at least 10 years in Advertising field with minimum staff strength of 50 with full back office support of technical staff viz. creative director, visualizers, designers, copywriters, media planners etc. d) The Agency should have full-fledged Office in Mumbai & Delhi and currently on panel of at least 05 Public Sector Undertakings/Companies in Banking, Financial Services and Insurance (BFSI) sector. e) The Agency shall have an independent creative and media planning team in Mumbai, Delhi and facilities to plan & execute campaigns in all types of media viz. Newspapers, Magazines, TV, Radio, Digital/Social media, Outdoor, any other emerging media etc. f) The Agency should have the resources to handle multi-lingual publicity campaigns, with proficiency and proof reading facilities in all major Indian Languages. 9 g) The Agency shall not have been blacklisted/debarred by any Central/State Government/Public Sector Undertakings/Banks. h) The Agency shall not have been involved in any major litigation that may have an impact affecting or compromising the delivery of services required. 3. PREPARATION OF PROPOSALS 3.1 The Proposal as well as all related correspondence exchanged by the Agency and SBI shall be written in English language. 3.2 In preparing the Proposal, the Agency is expected to examine in detail the documents comprising a complete set of RFP application. Material deficiencies in providing the information requested may result in rejection of a Proposal. Conditional or incomplete application for empanelment is liable to be rejected. 3.3 The Proposal shall provide the information indicated in the application form detailed in Annexure II. The proposal form will be available on Bank s website ( or under procurement news which can be downloaded. The completed proposal to be submitted along with form charges of Rs.5,000/- (non-refundable) by way of Demand Draft favoring State Bank of India payable in Mumbai. Copies of Documents required to be submitted along with the proposal: i. Certificate of Registration, PAN Card, Service Tax Registration; ii. Memorandum/Articles of Association/Constitutional documents/partnership Deed (as applicable) iii. The audited Balance Sheet, Profit & Loss A/c and Auditors Report for last three financial years i.e , and to be enclosed; iv. Latest Certificate of full accredition with INS, latest certificate of accredition or registration with Doordarshan & All India Radio. v. Office Address Proof of Mumbai, Delhi Offices and other offices, if any, viz. Electricity Bill, MTNL/BSNL Landline No., Shop & Establishment License, registered rent agreement/leased deed etc. vi. List of Employees Branch Office wise & Break up of Permanent or on retainer ship basis employees. vii. List of Banks/Public Sector Undertakings (PSU)/Financial Institutions (FI) or any other major corporates in Banking, Financial Services & Insurance (BFSI) sector where agency is currently empanelled. Certificate of Empanelment from concerned Bank/PSU/FI/Corporates in BFSI as per Annexure III (not more than 15 days old) in support thereof to be enclosed. 10 viii. Copies of work order for releasing major advertising campaigns of single product/services/brand campaign undertaken during the last three financial years along with satisfactory performance certificate for the same from the Advertiser/client as per Annexure IV. Only work order(s) of single product/service/brand campaign where the campaign value is more than Rs.4 Crs for Category I agencies to be enclosed. ix. Solvency certificate of Rs 1.00 crore (Rupees One Crore only) for empanelment under Category I from a Scheduled Commercial Bank. x. Declaration-cum-Certificate on the letterhead of the agency as per Annexure V stating that no overdues to any publication/electronic/digital/any other media for more than 90 days; the agency has not been blacklisted by any Central/State Government/Public Sector Undertakings/Banks/Indian Bank s Association/Reserve Bank of India or any other Corporate(s) or regulatory authority; No legal, civil, criminal, taxation and other cases pending against the firm/ Company that may have an impact affecting or compromising the delivery of services required. xi. xii. Documents regarding profile and experience of the individual members in the Core Team as per Annexure VI. Form charges of Rs.5,000/- (Rupees Five Thousand only) (nonrefundable) to be paid by DD while submitting the application form. 4. SUBMISSION, RECEIPT, AND OPENING OF PROPOSAL: 4.1 The original proposal, in English language, shall contain no interlineations or overwriting, except as necessary to correct errors made by the Agencies themselves. The person who signed the proposal must authenticate such corrections. 4.2 An authorized representative of the Agency shall authenticate/sign all pages of the original Proposal. The authorization of such a representative shall be in the form of a letter or in any other form demonstrating that the representative has been duly authorized to sign and submit the proposal and shall be enclosed to the Proposal. The signed proposal shall be marked ORIGINAL. 4.3 The agencies should adhere to all instructions and submit relevant documents which have been specified in the RFP. Submission of applications without complying with the instructions will result in their rejection. The signed original Proposal shall be placed in a sealed envelope clearly marked/superscribed PROPOSAL FOR EMPANELMENT OF ADVERTISING AGENCY UNDER CATEGORY I. The proposal should be submitted to: General Manager (CC&C), State Bank of India, Public Relations Department, 8th Floor, State Bank Bhavan, Madame Cama Road, Nariman Point, Mumbai Please submit the signed original hard copies of the proposal which will be used as basis for the legally binding offer. 4.6 SBI shall not be responsible for misplacement, losing or premature opening, if the outer envelope is not sealed and/or marked/ superscribed as stipulated. This circumstance may be a cause for rejection of Proposal and no communication will be entertained in this regard. 5. PROCEDURE FOR SELECTION: 5.1 All Proposals received will be scrutinized to assess their eligibility based on the eligibility criteria as mentioned in Point 2 on page 8 under the heading Eligibility Criteria of this RFP. The proposals which do not meet the eligibility criteria will be rejected, forthwith, or at any stage of detection. 5.2 If deemed necessary the Bank may seek clarifications on any aspect from the bidder(s). However that would not entitle the bidder(s) to change or cause any change in the substances of the bid already submitted. 5.3 SBI shall evaluate the Proposals on the basis of their responsiveness to the Terms of Reference and pre evaluation criteria. 5.4 All eligible shortlisted agencies will be called for presentation before the Selection Committee. The topic and the date for presentation will be intimated to the short listed agencies by /Telephone. On the basis of evaluation criteria and presentations, the agencies will be recommended for empanelment under Category I & Category II. The evaluation criteria to be followed are as under: For Category I : Sr.No. Particulars Total Marks 1. Average Turnover for the last three financial years & and Presence(Offices) in 05 Metros Total skilled staff strength Empanelment with PSUs/PSBs/BFSI Experience in Advertising Business Major Campaign of Rs.4 Crores & above during 10 last 3 years for Single Product/Services 7. Presentations 30 TOTAL PERIOD OF THE ENGAGEMENT: 6.1 Empanelment will be for a period of three years subject to review after one year or such other extended term as decided by the Bank, based on the performance. 6.2 Bank reserves the right to extend the time of empanelment beyond three years or such other period as may be determined by the Bank. 7. TIME SCHEDULE FOR RFP PROCESS 7.1 The time schedule for various activities is listed below: Event Date Time Date of Commencement of Bidding Process (Publication of Tender) a.m Pre Bid Meeting at Big Conference Hall, 9 th floor, SBI, Corporate Centre, State Bank Bhavan, Nariman Point, a.m Mumbai Last date and time for receipt of queries for clarification from bidders p.m. Last date and time for Bid submission p.m. Date and Time of opening of proposal at Big Conference Hall, 9 th floor, SBI, Corporate Centre, State Bank Bhavan, Nariman Point, Mumbai (Representatives of bidder may be present during opening of bid. However, bids would be opened even in the absence of any or all of the bidders representatives) a.m. Any proposal received by SBI after the last date and time for submission of bids shall be returned unopened. However, SBI reserves the right to extend the last date of submission of bids, in which case, all rights and obligations of SBI and the agencies will thereafter be subject to the deadline as extended. 8. GENERAL TERMS & CONDITIONS: 8.1 From the time the Proposals are opened to the time the Empanelment is awarded, the Agencies should not contact SBI or any of its officers/employees or representatives on any matter related to its Proposal with a view to influence SBI in the examination, evaluation, ranking of Proposals, and recommendation for award of Contract. Such an effort shall result in the rejection of the Agency(ies) Proposal(s). 8.2 SBI RESERVES THE RIGHT i. to accept or reject any or all the proposals; ii. cancel the RFP process at any time without assigning any r
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