Shibani Gharat

RBI initiates creative pitch

Reserve Bank of India looks to empanel advertising agencies in Mumbai.

Reserve Bank of India (RBI) looks to empanel advertising agencies in Mumbai. It has invited applications from reputed, INS-accredited advertising agencies for empanelment for a period of three years. The agencies should have the ability and resources to service all 28 regional offices of the RBI and be able to execute routine advertisements as well as multi-media, multi-lingual, pan-India public awareness programmes.

RBI initiates creative pitch
RBI's advertising campaigns usually range from tender advertisements to full-fledged awareness campaigns involving creativity across multiple platforms such as major newspapers, magazines, web portals and television channels. RBI also uses short films, posters, brochures, pamphlets and other modes of communication. To cater to these requirements, advertising agencies are required to have adequate experience in the field of advertising and good infrastructure, preferably in most centres where the Reserve Bank has its offices.

Although the empanelment is for a period of three years, it can be extended for a period of two years at the discretion of the Reserve Bank. It is also learnt that the performance of the agencies will be reviewed every two years and in case of unsatisfactory performance, the empanelment is liable to be terminated

For the record, in 2003, Reserve Bank of India had empanelled at least six advertising agencies, including R K Swamy BBDO, Draftfcb Ulka, JWT and Pressman. It was the first time that the bank had chosen to create a roster of agencies.

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