ENGAGEMENT OF A PROFESSIONAL AGENCY FOR CREATIVE CAMPAIGN STRATEGY, DESIGN AND CREATIVE ASSET DEVELOPMENT FOR GANGASAG AR MELA 2027

Campaign Strategy, Editorial Architecture & Promotion Phases Phase I – Pre-Mela Awareness, Anticipation & Intent Generation • Create a campaign architecture with audience segmentation, message hierarchy, content pillars, channel-wise publishing cadence, creative testing plan and a milestone-based editorial calendar. • Build awareness through historical and spiritual narratives, travel-planning information, pilgrim facilities, accommodation guidance where officially confirmed, route and ferry information, sanitation, crowd-management arrangements, emergency contacts and approved new initiatives. • Produce teaser films, countdown assets, short explainers, carousel posts, destination stories, press-conference presentations and media-ready announcement packages. • Use search-intent mapping, keyword clustering, metadata optimisation, schema-informed website recommendations and discoverability best practices where access to the relevant website/CMS is authorised. Phase II – During-Mela Real-Time Coverage & Information Dissemination • Deploy a coordinated field-content operation for time-sensitive photography, video capture, interviews, official bytes, ritual documentation, facility updates and human-interest stories. • Publish approved real-time updates with timestamping, location/context verification and a defined approval/escalation workflow; urgent safety and operational information shall be published only from authorised sources. • Facilitate live streaming and scheduled live sessions on approved platforms, subject to connectivity, permissions, platform limits and site-level safety requirements. • Create rapid-turnaround vertical edits, live highlights, daily recap films, media briefing assets and situation-specific information creatives, with versions adapted to platform aspect ratios and compression specifications. Phase III – Post-Mela Legacy, Outcomes & Reputation Consolidation • Publish an approved Mela highlights film, photo albums, ritual and activity documentation, celebrity/official visitor bytes where consent and approvals are secured, and testimonials from devotees/visitors. • Develop outcome-led stories on service delivery, infrastructure, cleanliness, safety, accessibility and environmentally aligned initiatives, using only verified data supplied or approved by the District Authority. • Submit campaign analytics, performance interpretation, earned/paid/owned media summaries, content inventory, influencer performance reports and recommendations for subsequent editions.

Content Governance, Accuracy, Rights & Public Safety • No unverified claims, unapproved statistics, speculative operational updates or misleading representations shall be published. Official data, routes, schedules, facilities and emergency information must be validated by the designated authority. • Obtain informed consent/releases for identifiable interview subjects and creator participation wherever required. Respect privacy, religious practice, restricted areas, children’s safeguarding and dignity of pilgrims. • Secure appropriate licences/releases for music, stock footage, fonts, graphics, photographs and third-party materials. Deliverables must be free of unlicensed assets and must not infringe third-party rights. • The District Authority shall retain approval control over official communications, publication timing, logos/branding, spokesperson bytes and crisis-related content. The agency shall promptly correct, archive or remove content when instructed. • Maintain secure access to official accounts using role-based permissions and multi-factor authentication where supported. Passwords and credentials shall not be embedded in reports or shared through unsecured channels. • Follow applicable government instructions, platform policies, copyright/privacy requirements, information-security practices and relevant laws in force during the assignment.

Analytics, Measurement & Reporting • Submit a baseline and campaign measurement framework with clearly defined KPIs such as reach, impressions, unique viewers where available, video starts, qualified views, average watch time, completion/retention, engagement rate, click-through rate, referral sessions and creator-level outcomes. • Use a consistent KPI dictionary and calculation methodology; distinguish organic distribution, paid amplification, creator-reported metrics and platform-native analytics. • Provide periodic dashboards and concise narrative reports identifying top-performing content, audience response, regional/language patterns, frequently asked questions, emerging issues and optimisation actions. • At campaign close, submit a consolidated report with content inventory, publication URLs, spend summary for approved paid media, creator-wise performance, live-stream statistics (if any), asset handover status, learnings and recommendations.

Coordination, Deployment & Operational Readiness • Nominate a project lead and designated leads for editorial/social operations, field production, live-streaming, creator coordination, post-production and analytics. Provide a contact and escalation matrix. • Submit a deployment plan showing crew strength, shift roster, equipment list, battery/media-card/storage plan, data-transfer method, backup arrangements and contingency measures for weather, crowd density, power/network disruption and schedule changes. • Attend coordination meetings and briefings as required; obtain location access, interview permissions and operational clearances through the prescribed authority. • Maintain field safety, crowd-sensitive movement, equipment security and respectful conduct around rituals and public facilities. Production must not obstruct emergency routes, queues, officials or pilgrim movement.

Creative Asset Handover & Documentation • Supply final approved creatives and exports in the requested resolutions/formats, along with selected original photographs, original video files and project/source files as specified in the approved deliverable matrix. • Provide a content register containing asset ID, date/time, location, subject/event, format, duration, language, platform, approval status, publication URL and rights/consent notes where applicable. • Organise media by phase/date/location/content category and deliver via the storage/transfer method approved by the District Authority. Confirm receipt and integrity of transferred files. • All project deliverables created specifically under the assignment, and the usage/licensing rights applicable to them, shall be governed by the final tender/contract terms. Any third-party or creator content with limited usage rights must be +B18:B19clearly itemised