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ODISHA SKILL DEVELOPMENT AUTHORITY (OSDA) NIYOJAN BHVAN, UNIT-III, BHUBANESWAR – 751001
EXPRESSION OF INTEREST FOR
SELECTION OF A CREATIVE AGENCY FOR BRANDING ACTIVITIES OF ODISHA SKILL DEVELOPMENT AUTHORITY
Date: 26th Sep’2017
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Part I: General Terms and Conditions 1.1 Objective of Expression of Interest (EoI) The objective of this “Expression of Interest” is to shortlist and subsequently select a creative agency for undertaking and executing various branding activities for Odisha Skill Development Authority.
1.2 EoI Issuing Authority and Process This Expression of Interest (EOI) Notice is issued by the Director of Employment cum Chief Executive
Officer, Odisha Skill Development Authority (OSDA) who intends to short-list potential bidders in this
selection process. OSDA decision with regard to the short-listing of bidders through this EOI shall be
final and reserves the right to reject any or all the bids without assigning any reason thereof. Only short-
listed bidders will be issued Request for Proposal (RFP) for the assignment. The details of the contact
persons for the overall selection process are given below:
Activity Description
Assignment Selection of a Creative Agency
Name of the Client Odisha Skill Development Authority(OSDA)
Nodal Officer Contact
details
Chief Executive Officer
e-mail: [email protected]/[email protected]
Phone: 0674-2395460
Address
Chief Executive Officer, OSDA
NiyojanBhvan, Unit-III, BHUBANESWAR – 751001
e-mail: [email protected]/[email protected]
Phone: 0674-2395460
Selection Method EoI followed by RfP
Preparation of Proposal
Language Proposals shall be submitted in English language.
All correspondence exchange for the assignment shall be in English language.
Validity of the
proposal 120 days
Clarification The bidders were requested to send their Queries only through email to the
following email [email protected]/[email protected]
Eligibility
I. Bidder should have been in the business of creative design and creative
commercials for at least 5 years as on 31st March 2017.
II. Bidder should have turnover from activities related to creative work in
India averaging at least Rs. 5 Crores (Rupees Five Crores only)during
the past 3 financial years.
III. Bidder should have at least 8creative professional consisting of Art
Director/Visualizer. Graphic/Web Designer and Copy writersworking
with them.
IV. Bidder should not have been debarred/ blacklisted by any State
Government or Central Government or their instrumentalities. There
should not be any criminal case pending before any court of competent
jurisdiction.
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Submission, Opening and Evaluation
Submission
The Firm must submit complete EoI (as per Annexures in all respects may
be submitted to OSDA through courier/ speed post/hand-delivery on or before
the date & time mentioned in the datasheet.
Last Date 3.00 PM on10.10.2017
Time period for the
assignment One Year from the date of issue of work order.
1.3 Tentative Calendar Of Event Under EoI Process:
S.No Mile Stone Tentative time line
01. Issue of EOI 26 Sep 2017
02. Last Date and Time for Submission of EOI 10 Oct 2017 at 3:00 PM
03. Opening of EOI 10 Oct 2017 at 4:00 PM
1.4 Availability of EoI Document EoI can be downloaded from the websites of www.empmissionodisha.gov.in as specified in this
document. The bidders are requested to examine all instructions, forms, terms, project requirements
and other details in the EoI documents. Failure to furnish complete information or submission of a
proposal not substantially responsive to the EoI documents in every respect will be at the bidder's risk
and may result in outright rejection of the proposal.
1.5 Venue and Deadline For Submission Of Proposal EOI, complete in all respect must be submitted to OSDA at the address specified. OSDA in exceptional
circumstances and at its discretion, may extend the deadline for submission of proposals by issuing an
addendum, which would be made available on the specified web site. The last date and time for
submission of the EOI through SPEED POST / REGISTERED POST/HAND (TENDER BOX) is 10thOct
2017up to 3.00 P.M at the specified address as given below:
Director of Employment cum Chief Executive Officer,
Odisha Skill Development Authority, 3rd Floor, Niyojan Bhavan, Unit-III,
Janpath, Bhubaneswar-751001
Note: Submission of EOI through Electronic Form or any other mode will not be entertained and out
rightly rejected.
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Part II: Objective, Scope of the Assignment & Terms of Reference
2.1 About OSDA
2.1.1 Odisha Government accords highest priority to skill development. In an effort to bring convergence amongst the skill development programme implemented by various departments and to scale up the activities in the sector, both in qualitative and quantitative terms, a unified authority Odisha Skill Development Authority (OSDA) was formed in 2016. 2.1.2. Odisha Skill Development Authority (OSDA), an apex body with a primary objective of providing employable skills to 6.3 lakh youth by 2018-19. It guides, implements, coordinates and oversees all skill development programmes in the state to ensure quality skill training standards and sustained employability of trained youth, with the charter to provide outstanding skilled workforce comparable to the best in the world.
2.2 Objective of the Assignment
2.2.1 The Government of Odisha, through Odisha Skill Development Authority (OSDA) has been taking up various interventions to boost skill development in the State. OSDA has initiated and taken all possible steps to meet skilling targets as envisaged in the Chief Minister Employment Guarantee Programme and broader policy of the state from time to time. 2.2.2 The objective of the assignment is to create a communication strategy and execute it so that we are able to reach out to all stake holders like potential skill trainees, national level employees, skill development partners and other agencies. The overall idea is to showcase Odisha Skill Development Authority and its mission “Skilled-in-Odisha” as a global brand. 2.2.3. To strengthen the brand and rolling out the brand strategy, OSDA requires an agency to work as a creative agency for preparing various promotional materials. 2.2.4 The Communication Agency must demonstrate empathy for understanding of the larger canvas of skill development. It must view it as a human transformation imperative. It needs to look at the 5th, 8th, 10th class dropouts as its primary beneficiary and must respect them for who they are and who they could be. 2.3 Scope of work
2.3.1 The agency engaged by OSDA will be required to create designs for the use of the brand across various mediums, as per requirement of the OSDA during the period of contract. Interested bidders are encouraged to visit OSDA to understand the branding requirement of the OSDA.
2.3.2 The selected agency will provide the creative for the following items in line with the brand manual prepared by the Creative Agency Partner. The creative shall be used for print, television, online, outdoor and social media by OSDA. 2.3.3 The following represents the broad scope of the agency –
(a) Brand Strategy (b) Brand Manual (c) Three-year phased communication plan
-Skill Trainees -Society (Odia) -National level hi-quality employers
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(d) Creative execution from time to time for assignment like-
Sl no Items Estimate no of creative/videos to be designed
(i) Designing of Brand manual for OSDA 01
(ii) Designing of Bilingual Corporate Brochure (24-32 pages)
01
(iii) Designing of Bilingual Quarterly Newsletter (8-12) 04
(iv) Designing of newspaper / Magazine
advertisements 20
(v) Designing of Brochures for events/ flyers/Leaflets 10
(vi) Designing of promotional hoardings 05
(vii) Designing of backdrops and Standees for Events 10
(viii) Designing of Media/Press Backdrop 02
(ix) Designing of Stall Panels 10
(x) Promotional Videos (Raw footages will be provided
by OSDA and the agency will be required to edit
the footages into a video with voiceover)
4
(xi) Creation of slideshow videos with voiceover
(walkthrough videos) 4
(xii) Creation of promotional advertisement for radio 4
(xiii) “Mobile First, Odia First” website UI design, content creation for portal of OSDA, primarily aimed at school students
Ongoing with 6 months iterations
(xiv) Present ideas, communication strategy and execution for proposed “World Skills Centre” in Skill City, Bhubaneswar to position it as a unique global skill destination at par with the best in the World.
Ongoing
2.3.4 The above approximate figures are derived from the anticipated requirement of the OSDA. The
numbers of creative required are only indicative and may increase or decrease according to the
actual requirements. In case the actual creative/videos is more than 10% of the estimated
figure as mentioned in the scope, the agency shall be compensated extra based on the unit
cost of the creative / videos quoted in the financial proposal.
2.3.5 The selected agency shall be expected to design envelope, invitation cards, standees and any
minor creative work as and when required without additional cost.
2.3.6 The selected agency is required to give expert advice on specifications to print/develop and
supervise the printing& production quality of all the artworks as per specification.
2.3.7 The selected agency is required to deploy one Client Relationship Manager with 5 years of
experience at Bhubaneswar for liasoning and understanding the requirement of the client. (CV
of the resource to be submitted as per the format prescribed in Annexure- E). The individual
should be embedded into the OSDA organization and co-located in its premises.
2.3.8 Team Leader/Art Director of the selected agency is required to travel to OSDA for develop
strategy/review in each quarter or as per the requirement during the assignment. OSDA will
reimburse the economy class return tickets and lodging & boarding as per actual subject to pre
approval by OSDA
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Part III: Bidding Terms and Pre-Qualification Criteria
3.1 Eligibility Criteria The application is open to organizations having sound technical and financial capabilities of creating and executing various branding activities. The agencies will be selected through the process of technical evaluation of their performance in the past by a Selection Committee in accordance with the selection criteria laid down by OSDA.
3.2 Pre-Qualification Criteria The eligible bidders are required to full-fill the following eligibility criteria as specified below to
participate in the selection process:
i. The bidder must have completed 5 years in business from the date of incorporation on last
date of the submission of proposal.
ii. The Bidder must have 5 years of past experience in successfully implementation of
assignments in the field of branding activities for Central / State Govt organizations/
International Organizations
iii. The bidder must have an overall annual financial turnover equal to Rs. 5Crores in each of the
last three consecutive financial years.
iv. The bidder / members of the consortium should not have been blacklisted by Central / State
Govt. Institutions for any means of non-obligation.
v. Bidder should have minimum 8 creative professional consisting of Art Director/Visualizer.
Graphic/Web Designer and Copy writersworking with them. Bidder should be able to strategize
and execute in Odia Language. 3.3 Terms And Conditions Under EoI
3.3.1 This EoI is not an offer and is issued with no commitment. OSDA reserves the right to withdraw
the EoI and change or vary any part thereof at any stage and also reserves the right to disqualify any
bidder at any stage. 3.3.2 OSDA reserves the right to withdraw this EoI if it determines that such action is in the best
interest of the organisation.
3.3.3 Timing and sequence of events resulting from this EoI shall ultimately be determined by theOSDA. 3.3.4 No oral conversations or agreements with any official, agent, or employee of OSDA shall affect
or modify any terms of this EoI and any alleged oral agreement or arrangement made by a bidder with
any department, agency, official or employee of the OSDA shall be superseded by the definitive
agreement that results from this EoI process. 3.3.5 Neither the bidder nor any of the bidder’s representatives shall have any claims whatsoever
against OSDA or any of their respective officials, agents, or employees arising out of, or relating to this
EoI or these procedures (other than those arising under a definitive service agreement with the bidder
in accordance with the terms thereof).
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3.3.6 Applicants, those are found to canvass, influence or attempt to influence in any manner the
qualification or selection process, by offering bribes or other illegal gratification, shall be disqualified
from the process at any stage. 3.3.7 Each applicant shall have to submit only one EOI as per the prescribed format.
3.4 Acknowledgment of Understanding of Terms By submitting a proposal, each bidder shall be deemed to acknowledge that it has carefully read all
sections of this EoI, including all forms, schedules and annexure hereto, and has fully informed and
agreed itself as to all existing terms, conditions and limitations. 3.6 Language Of Proposal The proposal and all correspondence and documents should be written in English.
3.7 Validity Of EoI EOI shall be remains valid for a period of 60 (Sixty Days) days from the date of opening of the EOI.The client will make its best efforts regarding finalization of the short-listing process within this period. 3.8 Response Requirements a. The response to the Pre-qualification requirements shall be prepared in accordance with the
eligibility criteria as specified in the EoI. b. Application must be direct, concise and complete in all respect. All information not directly relevant
to this EoI should be omitted. c. The response complete in all respect shall be sealed and super scribed “EOI for Selection of
Creative Agency for Odisha Skill Development Authority” on the top and addressedto Director
of Employment cum Chief Executive Officer, OSDA at the address specified in this document. d. The response should contain the required forms filled in appropriately along with other supportive
documents as specified in the EoI. It is mandatory that all pages of supportive documents must
have to be signed by the authorized signatory. e. EOI delivered in through other mode shall be treated as defective, invalid and out rightly rejected
3.9 Submission of Pre-Qualification The EOI should be submitted in the sealed envelope with the following details.
Part – I: (Covering Letter) a. Covering Letter from the Bidder as per the prescribed format (Annexure-I)
Part – II: (Details of the Organisation) a. This part must include a general background of the bidder’s organisation (limited to 400Words)
along with other details as per the format provided at (Annexure – II). Enclosethe self-attested
documents in support of the information provided. b. The bidder must also provide the financial details of their organisation as per format provided at
(Annexure –III). Enclose documentary evidence in support of the information provided. Part – III: (Relevant Project Experience and CV of Full time Staff)
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a. The bidder must provide details of the (Client Organisation, nature and Scope of the
Assignment, Project Cost and Status) as per the format provided at (Annexure –IV). Enclose
documentary evidence in support of the information provided.Bidder must provide pictures, videos
and radio advertisement created by them in CD for evaluation. b. The bidder must also provide the relevant information of the Full time Staff member of the
organisation. (Annexure –V) 3.10 Evaluation of Expression of Interest. 'Expression of Interest’ will be evaluated as per the eligibility criteria specified in the EoI. The bidders
are required to submit all necessary documents in support of their eligibility to participate under this
selection process. Only shortlisted candidates based on the documentary evidence submitted alongwith
EoI will be shortlisted. OSDA shall evaluate the EOI for short listing taking into consideration of past
experience, Key professional staff qualification & experience and the financial strength of the bidder.
The detail break up for the criteria for evaluation for EOI will be as follows:
Sl. Technical Evaluation Criteria Marks
1 Experience in designing of communication strategy, execution, creative work for
Govt. / PSU / Private clients during last 3 financial years. (Proof to be enclosed)
(Minimum value of each contract should be Rs. 10 lakhs)
40
i. At least 5 engagements 20
ii. Each additional engagements will carry 4 marks 20
2 Quality of creative designs/ collaterals etc. prepared in previous assignments (As per
information submitted in CD) 30
3 No. of creative professionals (CV of each resource to be submitted as per the format
in Annexure- E) 30
i. At least 8 creative professionals consisting of Art Director/Visualizer.
Graphic/Web Designer and Copy writers. Each professional should have been
involved in brand campaigns for at least 3 clients of Govt. / PUS / Corporate.
15
ii. Addition of 3 creative professional of the above categories will get 2 additional
marks subject to a maximum of 10 marks. 15
TOTAL 100
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Part IV: Response Formats (Annexure)
ANNEXURE- I
(COVERING LETTER) (IN BIDDER’S LETTER HEAD)
From
To The Director of Employment cum Chief Executive Officer Odisha Skill Development Authority 3rd Floor, Niyojan Bhawan, Unit- III, Janpath, Bhubaneswar - 751001
Sub: Expression of Interest for Selection of Creative Agency for Odisha Skill Development Authority
Sir, I submit herewith the Expression of Interest for Selection of Creative Agency for Odisha SkillDevelopment Authority, Odisha in accordance with your EoI dated 26.9.2017 as advertised on [Insert Date].
We attach hereto the response as required by the EoI, which constitutes our proposal.
The details of the Contact Person on behalf of the applicant are given below:
Name
Designation
Name of the Organisation and Address
Contact Details
This is to declare that all the information and statements made in the proposal are true and correct. It
is understood that any misrepresentation of facts or figures contained in the proposal may lead to
disqualification of the agency for consideration for the said proposal.
Signature_____________________ (In the capacity
of: ________________________Authorized
signature for and on behalf of the agency
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ANNEXURE- II
(DETAILS OF THE APPLICANT ORGANISATION) (IN BIDDER’S LETTER HEAD)
No Information Required To be filled in by
the Agency
1 Name of organization
2 Nature of the legal status in India
3 Legal status reference details
4 Nature of business in India
5 Date of Incorporation
6 Date of Commencement of Business
7 Address of the Registered Office in India
8 Type of Organisation (Govt. / Private)
9 Number of years for which the organization has done similar work
10 Number of Employees on rolls of the organization as on 01.04.2017 Full Time Part Time
11 PAN Number
12 GST Registration Number
Mandatory Supporting Documents: a) Certificate of Incorporation of the Bidder b) Copy of PAN Number c) Copy of Service Tax Registration Certification (if applicable) d) Copy of up to date IT Clearance Certificate for last two years e) Undertaking for not have been blacklisted by any Central / State Govt. Organisations during the recent past
Sign and Seal of the Authorised Representative Date: Place:
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ANNEXURE – III
(To be furnished in a Separate Sheet)
FINANCIAL INFORMATION
Financial Year 2014-15 2015-16 2016-17
Financial Turn Over (in INRLakh)
Mandatory Supporting Documents: a. Auditor Certified financial statements for the Last three financial years; 2014-15, 2015-16, and 2016-17 (Please include only the duly sections on P&L, Revenue and the Assets, not the entire balance sheet.)
Sign and Seal of the Authorised Representative Date: Place:
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ANNEXURE – IV
PROJECT EXPERIENCE: (To be furnished in a separate sheet)
(Please provide information only for a project for which your firm was legally contracted by the
client as a corporate entity) In case of multiple assignment use separate sheets
Sl No Items Description
1 Project Name:
2 Project Location :
3 Project Cost :
4 Name of Client :
5 Start Date
(Month/Year):
6 Completion Date:
(Month/Year)
7 Name of Associated
Firm(s), if any:
10 Narrative Description of
Project:
11
Description of Actual
Services Provided by
the firm
12
Sample copies of
creative works
prepared during the
assignment
13 Approx. Value of
Services (INR):
Notes:
Supporting documents (Work Orders or agreements) should necessarily be submitted by the
bidderswithout which the submission shall not be considered for evaluation. A certificate from
Auditor certifying that the assignments are completed should be submitted.
Sign and Seal of the Authorised Representative Date: Place:
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ANNEXURE –V
FORMAT FOR CV KEY PERSONNEL: (To be furnished in a separate sheet)
CURRICULUM VITAE (CV) FOR KEY PROFESSIONAL STAFF
Sl No Items Description
Position
Name of Firm
Name of Expert [First] [Middle] [Surname]
Date of Birth DD/MM/YYYY
Nationality
Education
[Indicate college/university and otherspecialized
education of the resource,giving names of
institutions, degreesobtained, and year of
obtainment startingfrom the latest degree]
Employment record[Starting
with presentposition, list in
reverseorder every
employmentheld by staff
member sincegraduation]
Name of
Organization Position Held Duration
Details of tasks assigned
Relevant Projects
Undertaken
[Among the assignments in which the Staff has
beeninvolved, indicate the following information
for thoseassignments that best illustrate staff
capability tohandle thetasks assigned]
Name of assignment or project:
Year:
Location:
Client:
Project Cost:
Main project features:
Positions Held:
Activities Performed:
I, the undersigned, certify that to the best of my
knowledge and belief, this CV correctly describes
me, my qualifications, and my experience. I
understand that any wilful misstatement described
herein may lead to my disqualification or dismissal,
if engaged.
Signature
Date: [dd/mm/yyyy]
Name of Expert: