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| 1 | CATEGORY 1 - Brand Strategy and Communication: Except for Social Media Account handling, which shall be paid on a monthly basis, all other services under this Category shall be paid on a rate-wise, case-to-case basis against approved and executed activities. All creative outputs shall be delivered in final, production ready-formats. Printing, fabrication, media cost, influencer fees and platform charges (if any) shall be extra, unless explicitly included. Actor fees and specialized video production costs, if required as per MILMA’s direction shall be reimbursed at actual subject to prior approval. |
| 2 | A. Strategy & Campaign Planning (Rate-wise) |
| 3 | Brand / Campaign Strategy Development |
| 4 | Product / Market-specific Communication Plan |
| 5 | Consumer / Market Insight Study (desk-based) |
| 6 | B. Creative Development (Rate-wise) |
| 7 | Print Advertisement – Concept & Creative |
| 8 | Poster – Idea & Creative Design |
| 9 | Digital Creative (Static / Motion) |
| 10 | AI-Generated Film / Video |
| 11 | TV / Digital Film (up to 30 seconds) |
| 12 | TV / Digital Film (above 30 seconds, up to 60 seconds) |
| 13 | Radio Jingle / Spot |
| 14 | Creative Adaptation / Resizing (Language / Format) |
| 15 | C. Digital, Social Media & Online Marketing |
| 16 | C1. Content Creation (Rate-wise) |
| 17 | Social Media Post – Static (Image/Poster) |
| 18 | Social Media Post – Video/Reel/Short |
| 19 | Social Media Carousel Post |
| 20 | Digital Banner / Online Creative |
| 21 | C2. Social Media Account Handling (Monthly Fee): |
| 22 | Monthly Social Media Management Package: It shall include Content Calendar planning; Post scheduling & publishing; Community management & response handling; Basic analytics & monthly performance reporting; Coordination in English & Malayalam; Minimum deliverables shall include an average of at least three (3) posts per week (static / reel / video) on Facebook & Instagram |
| 23 | C3. Influencer & Digital Campaigns (Rate-wise): Influencer payouts, creator fees and production costs (if any) shall be reimbursed at actual, without mark-up subject to prior approval |
| 24 | Influencer Campaign Planning & Management |
| 25 | Influencer Coordination (Micro/Macro) |
| 26 | Digital Campaign Strategy & Execution |
| 27 | C4. Paid Digital Advertising (Rate-wise, Fee Only): Actual ad spends shall be paid directly by MILMA or reimbursed at cost. No mark-up beyond the quoted cap shall be admissible. For the purpose of financial evaluation under QCBS only, MILMA shall apply notional media spend values, as internally determined, to the percentage-based items to arrive at the evaluated Financial Proposal (F) |
| 28 | Facebook / Instagram Ads Management Fee |
| 29 | Google Search / Display Ads Management Fee |
| 30 | You Tube Ads Management Fee |
| 31 | D. Outdoor / BTL / Retail Branding: The rates shall cover concept development, creative design, artwork preparation & coordination with vendors. Printing, fabrication, installation and related execution works shall be arranged and coordinated by the selected agency. The actual cost incurred shall be reimbursed to the agency on submission of original bills and proof execution, without any mark-up or service charge subject to the prior written approval of MILMA. Media inventory costs (hoarding rent, transit media charges etc.) shall be reimbursed at actual and shall not attract any mark-up. |
| 32 | Outdoor Campaign Planning & Coordination |
| 33 | Billboards / Hoardings - Concept, Creative & Coordination |
| 34 | Bus / Auto / Train Branding – Creative & Execution Coordination |
| 35 | Wall Paintings / Transit Advertisements – Creative & Coordination |
| 36 | BTL Events / Sampling Activations – Planning & Execution |
| 37 | Kiosk / Exhibition Booth – Concept & Design |
| 38 | E. Media Planning & Buying Fee (CAPPED): Actual media cost shall be reimbursed at cost, supported by original invoices and proof of release. No mark-up beyond the quoted cap shall be admissible. For the purpose of financial evaluation under QCBS only, MILMA shall apply notional media spend values, as internally determined, to the percentage-based items to arrive at the evaluated Financial Proposal (F) |
| 39 | Media Planning & Buying Fee / Discount (Capped) Please Enable Macros to View BoQ information |
