u DIRECTORATE OF INFO! /RMATION AND PUB! GOVERNMENT OF NCT OF DELHI ere Sub: © Fon Pape ik ly Pp s Perf a Communication agency of the Government. Relations 5 2 PE Government of NCT of Dethi i ment r 4 is willing to launch an advertisement campign in Digital media ie Google YouTube and Facebook o popularize Hon'ble CM Gh. Arvind Kapa Shsbook five and Google Hangout , J “TalkToAK’.com on 17" July, The Advertisement campaign will aim to Teach thee Grore people draugh Google ‘Youtube and Facebook form 08 july 2016 to 17 July 2016. The Campaign Will have two components ff created Ad Campaign. One will be about pre event will will run from 08" July to 17" July 2016 (10 days) and second component will be from 18” July to 23th July 2016. 2 + while campaign on Facebook willbe launched in Defi, Goa, Punjab , Himachal and Gujarat the Campaign will Launched through Youtube ané Google display and Facebook post event in Pan India, + A detailed proposal has boen received from Mis Perfeet Relations , a PR. a. anunieation Agency of Department of Information and Publicity «which fs placed opposite from page -1/e- 10 -Sfe-in the file. The agency Nas been Sxhed by Hon'ble Dy. CM to launched the Ad Campaign in digital, media wiedictely to popularize Chief Ministers Live and Flangovt ara eTGAT com to reached the people . It is submitted that that the above cant york does not include in its mandate. (The allocation of work). Fucthet the agency for carrying/launching the campaign in digital ‘media submitted the detailed cost of Rs. 1,58,75000/-plus applicable taxes. Y , The detailed plan is as under: Pre: event Sth -17th July 2016 1. Facebook ‘Target Audience: 18+ people in Delhi, Goa, Punjab, Himachal Pradesh, Gujarat ‘Type of Ads: CPC on Boost Posts, Website Promotion Ads, Display Ads Estimated Reach: 1. 8 Crores Facebook Cost Estimate: Rs. 3 - 6 per Click $ Spend: 6 Lacs per day for 10 days (8th -17thJaly) 2. Youtube Target Audience: 18+ people Pan India ‘Type of Ads: Instream Ads /In Display Ads Estimated Reach: 20 Lacs Youtube Cost Estimate: Rs. 0,8 per view ‘Spend: 25 Lacs for 3 days(14"-17% July) 3. Google Target Audience: 18+ people Pan India ‘Type of Ads: CPCICPM on Google Display Network Estimated Reach: 40 Lacs GDN Cost Estimate: Rs. 2 per Click Spend: 20 Lacs for 3 days (14th-17thJuly)Post- event 18th July ~ 23rd July 2016 4. Facebook Target Audience: 18+ Himachal Pradesh, G Type of Ads: CPC on Boost Posts, Website Promotion Ads, Estimated Re: ujarat ach: 60 Lacs Facebook Cost Estimate: Rs. 3 i : Rs. 3-6 per Click Spend: 20 Lacs for 7 days (One week campaign) PROPOSED BUDGET i ¢ f Platform Expenses people in Delhi, Goa, Punjab, Display Ads Estimated Reach Target Audience | Spend Facebook Rs. 60,00,000 | 1.8 crores 18+ people in| Ads start July Delhi, Goa, Punjab, | 8th Rs 6 Lacs Himachal Pradesh, | /day Gujarat Breakup Youtube ee Rs. 25,00,000 | 20 Lacs Pan India Ad starts - 14th July Breakup - 15th July — Rs 8 Lacs 16th July - 17th Morning — Rs 12 Lacs ad network Google Display Rs. 20,00,000 | 40 Lacs Pan India Ad starts - 14th July Breakup - 14th July — Rs 5 Lacs 15 th July - Rs 5 Lacs 16th July - 17th Morning — Rs 10 Lacs Facebook Rs. 20,00,000 60 Lacs | (Post Event) Pan India Starts 18th July Total Cost: 1,58,75,000 INR (Inclusive of 12% Agency Fee & 15% Service Tax) i G- This Prop of Finance Department. osal being at Commercial rate needs approval and concurrence DIP/Secy(PR) is requested to obtain approval/concurrence of FD for an amount of Rs. 1,58,75,000/- after obtaining approval of Hon’ble Dy. Chief 4 the Ruban res Y eamawnt fay hee oul on\ RY a! Vinx (Facabik, Youbube ke Covell) which, Neel wh excancl THI-S8 cvbye - s mister. i (MC Maurya) & Dy. Director(FP) ta28 a a yy FD has concurred the proposal vide UO No. 76/086 dated 12- 7-2016 at page 7/N with the remark at 11/c "considering the limited ‘time available before the programme of Hon'ble CM, the proposal ‘of DIP is approved. DIP should follow the FD's observations In future,” Keeping In view the urgency the work order is being iasued to the agency Mis Perfect Relations ‘Atthe same time the clarifications ofthe observations made by FD con page 4/N to 6/N are as under 4) Wt ie submited that the work of sending the message 10 tne ‘masses through social media ie. Face book, You Tube & Google ‘was of utmost urgent nature. The scheduled launch date wes ” ily and the direction of the Hon'ble Dy. CM for faunching the campaign came on 6 July. The extreme urgency has been, ‘reflected in our nate at N/S pl 2) The use of services of Face book, You Tube & Google tHe proprietary item (having monopolized rates) and cannot be cbtained through other sources. In the given situation there 1 92 option but to presume the rates being offered by these channels 0 2}, While recommending the proposal at para 7 page at 2M NaS been clarified that “M's Perfect Relations may be paid only the ‘actual amount payable to different platforms ie. Face book,ofl ) The consultant shall give an ‘ing that the rates charged by erent channels oles ee YouTube.) are non negollable end the lowest possible end that no discount or ‘concession or commission whatsoever shall accrue to it, And, in case the consultant receives any discount or concession oF ‘commission or any other benefit from any channel the same shall bbe deducted from the bil il) No fee shall be payable to the Consutant for undertaking the assignment except what has been provided for in its agreement ‘withthe Directorate of information & Publicity, Govt of NCT of Deli. i) No advance payment or real tine cred for the work shall Be payable ‘by DIP. The payment can be made on presentation of the ‘actual bils with applicable Government taxes. '5) The agency vide their letter dated 12/7/2018 placed has also ‘submitted the written undertaking to carry out the work on the | ‘above terms & conditions \ 6) Further, the general observations ofthe Finance Department been noted for future compliance pl.etme SRAM File NoF-ADIPIEPI02016/Social Me ooosaeaoay Ths He} - ia (CD - Gi) PileNoPA/ADiIP2016 (CD-070368986) [4 F J. | eehalewi Proposal for “Talk to AK (Shri Arvind Kejriwal) Digital Advertising to be undertaken by M/s. Perfect Relations Pvt. Ltd., PR Communication Ageney of the Gow. i) Performance conditions in the RFP for selection of | ‘Communication Consultant ii) Conflict of interest, unethical conduet and violation of ‘clause 3.2 ete. of the REP by M/s. Perfect Relations. 32. write this note to record a potential, if not evident, violation ‘of RFP condition and independently, an imegular decision~ | | | oe 53. Ascof now, a commerciateoctractual dispute a come Int tring. ‘This these ils at of now come ith che SED fiom diclnure under RT However, once © SCN fs te fc termini of onc Is tien, ecm ill‘ : | 50. aN ‘oosentnatracual oversight which DP/lient may have ‘unintentionally commits Inc nis op of ation M8. Patt Relais hae ao vice 3.3 ~ ie contdeniaty Pes thi ave tow 4 et lez he evr on nr bee the peopy of DIP. Tele unig te sme has nots Tosh af content infaton i ont in (SREGOMENDMIIONS ‘hs por 32:1 const by is sonduet hs pima tle ote the agement and thrfre i is abe 1 be teamed as por process. Serta, DIP shall move nel ith his ‘Dip muse thereafter proceed forthwith to re-acvertse for the.a 4s. aN ged snl completed the LO. on 20.06 2016 [see 20-22/N). ‘The poteggQQUSBH confirms tbat on “Agreement” t this fect was conchded and EMESERRE fr is greet vaso be 17.06.2016. “Thus, without doubt, Mis, Perfect Relations 10 thi knowledge and oith fill voluntary compliance of tom achicved the stats of DIP “Communication Consultan”, {or financial consideration ‘As on 17062016, all obligstions and duties responsiiliis contained in the RFP of “Communication Consultant” ~ including avoidance of conflict of ineroat been enforosable CX" at 25). Thus, dhe propose! submited by Ms. Perfect Relations dated (06107 ane 08072015 at 5-8. OC ofthis fle td “Digital ‘Ade proposal for Talk to AK Campaign” besames an er facie case of conflict of interest where the consultant2 uN At page 7/N, the Dy.CM's offie ravonded « dession by Dy.0M as “considering the limited time available before the program of Hon'ble OM, the propasal of DIP is approved. DIP should flow FD's obversations in future” ‘The le was sent hack to DIP on 12.07.2016. Wy the dik wf 14072016 1 notst «ea DP Nu PAIADIDIPAN (6479-476 ded 08.07.2016, moi the apyinmen of Ms Peret Relstions Pr. Las a = “Coouuniaton Cova” So DIP — in tems of “TOR retonedn ‘This raise an ex-ficie conser of confit of interest ny mind, generally a consultant cannot be allowed benefit ‘oftheir own advies, This non-conit principle is generally legally enforceable and independently, is a benchmark of tice and good practice in corporate governance Accordingly, the mater was discussed with Secretary DIP and Spl, Seertary (Fia) on 14 & 15.07 201 fair fo _eARCATTUR ont vcto MilerTee elaine ‘A copy of RFP in File No, PA/AD/DIP2016 at para 3.2 leary lays down the on-confcs clauses onder the heading Confit of terest (page 151/C on relevant file refers ard the copies of IS/C to 1491C is at Flag ~A oppowie, for teady refirence). ‘The file fleets that Mls, Perfect Relations was aware ‘he contrat ond LOA was sued and Mis. Pecfoct Reatioms,