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BCCI issues RFP for media agencies to manage IPL campaign
MUMBAI: The Board of Control for Cricket in India (BCCI) has issued a request for proposal (RFP) for the right to be appointed as a media agency for the Indian Premier League (IPL) seasons 2017 and 2018. The agreement could be extended to 2019 season at the BCCI’s discretion.
According to the RFP, the media plan has to be created keeping in mind an indicative budget of Rs 30 crore for the 2017 season for different media platforms in addition to the BCCI’s proposed on-ground ‘fan park’ initiative in 36 cities around the country.
The BCCI will not accept a proposal from any party that intends to resell the right to provide the services. The most recent audited annual turnover of each interested party must have exceeded Rs 30 crore.
Interested parties must be experienced in dealing with vendors of TV, print and OOH advertising across India and in purchasing such advertising on behalf of ‘blue chip’ companies.
The RFP documents in a sealed envelope will have to be delivered in person by an authorised representative of the interested party by 3 pm on 2 March 2017 to the BCCI headquarters.
The proposal should include the media plan setting out the proposal for the purchase of advertising across all relevant media channels (TV, print, radio, digital and OOH) based on the indicative budget of Rs 30 crore.
The range and level of resources to be used to provide the services including a staffing plan and any proposed sub-contracting of the provision of any of the elements of providing the services (with full details of the proposed sub-contractors) must be communicated.
The proposal must include a detailed breakdown of the interested party’s proposed advertising spending across all relevant advertising media. The proposal must also mention how such spending will be spread throughout various media across India.
The RFP also states that the BCCI’s pre-season advertising campaign will run from around 10 March until 5 April, before the start of the first match.
The radio advertising campaign during the period leading up to the start of the season should include how RJs will build up the pre-season excitement for the Vivo IPL, the RFP stated.
The proposal must also consider that OOH and radio advertising campaigns and print syndication in the specific regions hosting the fan parks will be required to publicise the fan parks.
The IPL marketing campaign will be targeted at TG 4+ across all SECs with a skew towards TG 15–45 male and female across SEC ABC.
Spots for TV will have to be primarily 60 seconds with edits in 30 seconds as well. The spots are expected to be planned for general entertainment channels, news and kids channels across English, Hindi and regional languages. The spots will need to run as a mix of fixed time spots and RODP spots.
Spots for radio will have to be a mix of spots of 30–45 seconds. Radio spots need to be considered for the IPL and fan park-specific markets only.
Sites for OOH must be considered for the IPL and fan park-specific markets only. These spots should be a mix of high-impact sites and frequency-based sites.
As far as print campaign goes, the agency will have to ensure an all-India launch cover page advertisement as well as a final cover page advertisement across leading English, Hindi and regional newspapers.
The BCCI will reimburse the company for all advertising costs incurred by it, provided that all elements of the relevant advertising spend have been approved by the BCCI in writing in advance.