RFP invites Promotions for Main Kuch Bhi Kar Sakti Hoon (MKBKSH)

Organisation:  Population Foundation of India (PFI)

Apply By:  14 Nov . 2018

RFP invites Promotions for Main Kuch Bhi Kar Sakti Hoon (MKBKSH)

RFP Title: RFP invites Promotions for Main Kuch Bhi Kar Sakti Hoon (MKBKSH)

Deadline: 14th Nov. 2018

About PFI

The Population Foundation of India (PFI) is a leading non-profit organization that works on advocating gender sensitive population, health and development policies. We work with the government as well as research institutes, civil society, media and the community through cutting-edge advocacy tools.

About   ‘Main Kuch Bhi Kar Sakti Hoon’

PFI  launched  Main Kuch Bhi Kar Sakti Hoon (MKBKSH – I, A Woman Can   Achieve Anything), a transmedia entertainment-education in March 2014. While challenging existing social and cultural norms around  family planning, early marriage, domestic  violence and sex  selection, the serial also sought to increase knowledge and change perception and attitudes of people on the social determinants of sexual and reproductive health. 


The following events and promotions are planned as part of the launch for MKBKSH, which are not part of the current scope of work but will need to be considered for integration in the promotion plan:

  • Five concerts to be held in small cities across the three states in the month of December,2018
  • One large launch concert to be held in Delhi in January, 2019
  • Generic and episode promotion spots will be aired directly by Prasar Bharti on Doordarshan and AIR
  • Out bound calls to the databank of 400,000 IVRS callers from Season 1 and 2 of MKBKSH
  • Promotion on social media platforms through MKBKSH website,               Facebook, Twitter, YouTube and Instagram.

Scope of work:

Manage below the line (BTL) promotion of MKBKSH in two phases in the periods mentioned above. Activities would include:               

  • Production and placement of 20 billboards each in select cities of the three states at strategic, high-visibility locations. The placement would be for one month each in two phases.  
  • Wall paintings, 50,000 sq ft in each of the three  states. To be painted on strategic locations on highways leading to small towns and in block headquarters of select districts.        
  • OBD @30 sec pulse/blast SMS to approximately 60,00,000 numbers targeted at rural mobile users in the three states over two phases. Database of numbers to be sourced by the agency.

Requirements to Apply:

The agency should fulfill the following criteria:

  • Agency or its key constituents/consultant should have at least 5 years of experience in media placement for OOH and other BTL activities
  • The Agency/ consultant Should have clearly demonstrable capability in handling projects of a similar scale

Proposals should be complete in all aspects and sent by November 14, 2018 by 1400 hrs.

For more information please check the link


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