RBI plans to empanel advertising agencies for multi-media activities

The Reserve Bank of India plans to empanel advertising agencies for carrying out activities ranging from regular tender notices to full-fledged multimedia, multi-language advertising across print and electronic media.

The empanelled agencies would conceptualise, design and release advertisements in newspapers and commercials on television and radio, said the Request for Proposal (RFP) for Empanelment of Advertising Agencies floated by the central bank.

RBI's advertising activities "range from regular tender notice, public notice and recruitment notifications to full-fledged multimedia, multi-language, pan-India advertising activities involving the use of creative for print as well electronic media".

The scope of work of empanelled agencies would also encompass production of TV spots/radio jingles.

"Dubbing/ translation and adaptation of short films, TV commercials, radio spots and print advertisements into Hindi, Assamese, Bengali, Gujarati, Kannada, Malayalam, Marathi, Oriya, Punjabi, Tamil, Telugu, Urdu, English and other Scheduled languages," also falls under the scope of work of agencies to be empanelled.

Detailing the process for assigning jobs, the document said that routine notice/tender type advertisement below Rs 15 lakh will be given to empanelled agencies by rotation.

For advertisements involving space buying of more than Rs 15 lakh and up to Rs 1 crore, the job would be assigned by inviting bids from the empanelled agencies.

The document also outlines the process the RBI would follow in assigning multi-media pan-India/multi-state public awareness campaign involving space/time slot buying beyond Rs 1 crore.