Corrigendum 1- Hiring of agency for branding, social media, and PR services for SOHNA brand Under Markfed

CORRIGENDUM-1

Tender Reference No.: MFD/MKTG/2025-26/Agency/2007

Tender ID: 2025_Coop_151784_1

Dated: 31.10.2025

This is with reference to the Tender issued by The Punjab State Co-operative Supply and Marketing Federation Ltd. (MARKFED) for the “Hiring of agency for branding, social media, and PR services for SOHNA brand Under Markfed”, published on 10/10/2025.

The following amendments/clarifications are hereby issued to the Tender document:

Extension of Key Dates:

Activity	Existing Date	Revised Date
Last Date & Time for Submission of Bids	31/10/2025, 5.00 Hrs	17/11/2025, 11.00 AM
Opening of Technical Bids	03/11/2025, 11.00 Hrs	17/11/2025 , 3.00 PM

Other Amendments/Clarifications

[Clause No. 8.3.3 Social media performance targets , Page 15 and 16 ]

Metric (Existing criteria)

Formula

Platform

Time Frame

Base Number to be considered

Existing Target

Amended Target

Monthly average growth in reach per post

(Average Reach= Total number of likes, shares and comments/No. Of Posts)

Current month average reach per post-Previous month average reach per post/Previous month average reach per post * 100

Instagram, Facebook, Twitter, and YouTube

Monthly

Avg Insta Reach per month-17,78,764

Avg Facebook Reach per month– 6,26,764 per month

15%

Monthly average growth in reach per post.

Reach on Facebook Page : 5,00,000 per month

Reach on Instagram Account : 2,50,000 per month

· The base value for average instagram reach per month is 1, 40,000

Monthly average growth in views on videos/reels

Current month average views per reel-Previous month average views per reel/Previous month average views per reel * 100

Instagram, Facebook, Twitter, and YouTube

Monthly

Instagram:19,000 per video

Facebook:18,000 per video

10%

Average monthly Facebook per video views: 20,000

Average monthly Instagram per video views : 20,000

Average Monthly you- Tube per video Views: 20,000

Monthly Growth in Followers

(Current Month Followers – Previous Month Followers) ÷ Previous Month Followers) × 100

Instagram, Facebook

Monthly

Facebook-2,70,650

Instagram-3608

Facebook page Followers: 3,000

Instagram Account Followers : 300

NOTE: The above figures represent the monthly targets to be achieved consistently.

[Clause 11.3.1 , Eligibility Criteria , Page 20]:

Existing

Amended

Supporting Documents

Financial: The agency must have an average annual turnover of at least INR 2,00,00,000 (Indian Rupees Two Crores Only) in the following three financial years:

(i) 2022-2023, (ii) 2023-2024, and (iii) 2024-2025,

The agency must have an average annual turnover of at least INR 50,00,000/- (Indian Rupees Fifty Lac Only) in the following three financial years:

(i) 2022-2023, (ii) 2023-2024, and (iii) 2024-2025

A certificate from a practicing Chartered Accountant (CA).

For each of the financial years 2022-23, 2023-2024 and 2024-2025, the Bidder shall submit a certificate from a practicing Chartered Accountant (CA) specifically certifying the turnover generated, mentioning the turnover of 50 Lacs is generated from Branding, Social media and PR services.

[Clause 11.3.5, Relevant Experience , Page 20];

Existing Criteria	Amended Criteria	Supporting Documents as per amended criteria
The party must have prior experience in last 3 years (i.e. 2022-2023, 2023-2024 and 2024-2025) with at least 2 (two) FMCG clients of work value of Rs. 5lac for each assignment creation of creative assets for Print & Event collateral/Advertising/Branding material and other graphic designs	The party must have prior experience in last 3 years( i.e. 2022-2023, 2023-2024 and 2024-2025 ) with atleast one FMCG client and one in any other field client of work value of Rs. 5lac for each assignments creation of creative assets for Print & Event collateral/Advertising/Branding material and other.	Copy of Memorandum of Understanding/Work Order along with invoice / Purchase Order/Client Certificate for completion of work.

[ Clause No. 11.3.6, Relevant Experience, Page no. 21]

Existing Criteria	Amended Criteria	Supporting Documents as per amended criteria
The party must have prior experience in last 3 years (i.e. 2022-2023, 2023-2024 and 2024-2025) with at least 2 (two) FMCG clients of work value of Rs. 5lac for each assignment in social media platform management.	The party must have prior experience in last 3 years (i.e. 2022-2023, 2023-2024 and 2024-2025) with atleast one FMCG client and one in any other field client of work value of Rs. 5lac for each assignments in social media platform management	Copy of Memorandum of Understanding/Work Order along with invoice./ Purchase Order/Client Certificate for completion of work.

[Clause 12.9 , Technical Bid evaluation , Page No. 24 & 25]:

S.No.	Criteria for Marking (Existing Clause)	Amended Clause	Supporting Documents	Max. Marks
1.	Average annual turnover of the bidder in the following three financial years: (i) 2022-2023, (ii) 2023-2024, and (iii) 2024-2025, ● INR 2-2.5 Crores – 5 marks ● INR 2.51-3 Crores – 10 marks ● More than 3 crores – 15 marks	Average annual turnover of the bidder in the following three financial years: (i) 2022-2023, (ii) 2023-2024, and (iii) 2024-2025, ● INR 50 -55Lacs = 10 marks Above 55 Lacs = 15 marks	A certificate from a practicing Chartered Accountant (CA). For each of the financial years 2022-23, 2023-2024 and 2024-2025, the Bidder shall submit a certificate from a practicing Chartered Accountant (CA) specifically certifying the turnover generated, , mentioning the turnover of 50 Lacs is generated from Branding, Social media and PR services.	15 Marks
2.	The party must have prior experience in last 3 years i.e. (2022-2023,2023-2024 and 2024-2025) in social media platform management in India or globally related to FMCG with government, public or private sector entities, foundations or multilateral agencies ● 2 clients – 5 marks ● 3-5 clients – 10 marks ● 5+ clients – 15 marks	The party must have prior experience in last 3 years i.e. (2022-2023, 2023-2024 and 2024-2025) in social media platform management in India or globally related to FMCG with government, public or private sector entities, foundations or multilateral agencies • 1 client of FMCG – 10 marks • More than one FMCG client – 15 marks	Copy of Memorandum of Understanding / Work Order along with invoice /Purchase Order/Client Certificate for completion of work.	15 marks
3.	The agency should have experience of minimum of last 3 (three) years (2022-2023, 2023-2024 and 2024-2025) in creation of creative assets for Print & Event collateral/Advertising/Branding material. ● 2 clients – 5 marks ● 3-5 clients – 10 marks ● 5+ clients – 15 marks	The party must have prior experience in last 3 years( i.e. 2022-2023, 2023-2024 and 2024-2025 ) with at least one FMCG client and one in any other field client of work value of Rs. 5lac for each assignments creation of creative assets for Print & Event collateral/ Advertising/ Branding material and other. • 1 client of FMCG – 10 marks • More than one FMCG client – 15 marks	Copy of Memorandum of Understanding /Work Order along with invoice / Purchase Order / Client Certificate for completion of work .	15 marks
4.	The bidder must have achieved an engagement rate of 3–5% on the social media accounts previously managed. ● 3-5% – 5 marks ● 5.1%- 8% –10 marks ● More than 8% – 15 marks	The bidder must have achieved an engagement rate of 3–5% on the social media accounts previously managed. ● 3-5% – 10 marks ● 5.1%- 8% –15 marks	Verified Meta analytical reports or any other relevant third-party report shall be submitted as proof.	15 marks

Annexure- D, Penalty Clause page no. 35 to 38, ANNEXURE-D for Penalty Clause is replaced with the following.

Existing Clause

Amended Clause

i. Submission of Security Amount & Contract Signing

The successful bidder must submit the security amount and sign the contract within 15 days of LOA issuance; as per clause no. 15 of tender a delay beyond 15 days will incur a penalty of INR 5,000 per day, and if the delay exceeds 21 days, the contract may be cancelled, the EMD forfeited, and action will be taken under the Punjab Transparency in Public Procurement Act, 2019 and rule 2022.

ii. Design Deliverables:

The selected agency shall be responsible for providing a minimum of 55 creative Assets (31 creative Assets for Social Media (6 reels, 2 Infographic videos, 6 image carousels and 17 Static Posts) and 24 Creative Assets for print collateral) per month for various branding and marketing activities as per clause no. 8.3.2 & 8.3.3. In case the agency fails to deliver the required 55 creative Assets in any given month, the following penalties will be applicable:-

Condition	Penalty
Shortfall of up to 10%	5% deduction of monthly fee
Shortfall of 10–20%	10% deduction of monthly fee
Shortfall >20%	20% deduction + warning notice

iii. Social Media Growth ( Engagement Target)

The Successful Bidder is required to maintain a minimum of 3% engagement rate on both Instagram and Facebook as per clause no. 8.3.3. In case the engagement rate does not meet the target the following penalties will be levied (the penalties will be applied separately for both the Platforms – Facebook and Instagram) :-

Condition	Penalty
Engagement rate falls below 3% in any given month	3% penalty on the total bill for that period
Engagement rate falls below 3% for two consecutive months	5% penalty on the total bill for that period
Engagement rate falls below 3% for three consecutive months	10% penalty on the total bill for that period
Engagement rate remains below 3% for four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

iv. Report and Analytics

The Successful Bidder is required to submit a Monthly Progress report by 7th of every subsequent month which includes progress on target as specified by MARKFED given in the Scope of work in Paragraph 7 of the document. In case, the bidder fails to submit progress report on time, the following penalties shall be imposed: –

Condition	Penalty
Delay up to 7 days	5% deduction on Monthly Bill
Delay beyond 7 days/non-submission	Hold entire payment until submission

v. Creation of Monthly Content Calendar

The Successful Bidder is required to submit a Monthly Content Calendar by 7^th of every month as per clause no. 7.3.1 & 8.3.2. In case the bidder fails to submit progress report on time, the following penalties shall be imposed:-

Condition	Penalty
Delay up to 7 days	5% deduction on Monthly Bill
Delay beyond 7 days/non-submission	Hold entire payment until submission

vi. Monthly average growth in reach

The successful bidder is required to ensure a minimum 15% month-on-month increase in the average reach per post on Instagram and Facebook as per clause no. 8.3.3. In case the bidder fails to maintain month-on-month increase in the average reach per post, the following penalties shall apply:-

Condition	Penalty
10-15%	5% deduction on Monthly Bill
5-10%	10% deduction on Monthly Bill
Less than 5%	20% deduction + warning notice

vii. Monthly average growth in views on reels/video

The successful bidder is required to ensure a minimum 10% month-on-month increase in the average views per video/reel on Instagram and Facebook as per clause no. 8.3.3. In case the bidder fails to maintain month-on-month increase in the average views per reel/video, the following penalties shall apply:-

Condition	Penalty
5-10%	10% deduction on Monthly Bill
Less than 5%	20% deduction + warning notice

viii. Follower Growth

The successful bidder is required to ensure a minimum 3% month-on-month increase in the followers on Instagram and Facebook as per clause no. 8.3.3. In case the bidder fails to maintain follower growth, the following penalties shall apply:-

Condition	Penalty
2-3%	5% deduction on Monthly Bill
1-2%	10% deduction on Monthly Bill
Less than 1%	20% deduction + warning notice

ix. Public Relations Strategy:

The selected agency shall be responsible for providing Public Relations strategy annually as per clause no. 8.3.2. In case the agency fails to deliver the required Public Relations Strategy, the following penalties will be applicable:-

Condition		Penalty
Delay upto 1 month		5% deduction of monthly fee
Delay upto 2 month		10% deduction of monthly fee
	Delay upto 3 month	20% deduction + warning notice

x. Competitor Analysis Report:

The selected agency shall be responsible for providing Competitor analysis reports monthly as per clause no. 8.3.2. In case the agency fails to deliver the required competitor analysis report, the following penalties will be applicable:-

Condition	Penalty
Delay upto 1 month	5% deduction of monthly fee
Delay upto 2 month	10% deduction of monthly fee
Delay upto 3 month	20% deduction + warning notice

xi. Brand Kit:

The selected agency shall be responsible for providing Brand kit within the first 4 months of the award of contract. In case the agency fails to deliver the brand kit, the following penalties will be applicable:-

Condition	Penalty
Delay upto 1 month	5% deduction of monthly fee
Delay upto 2 month	10% deduction of monthly fee
Delay upto 3 month	20% deduction + warning notice

In case the Bidder is not able to meet any of the targets for any 4 months in a year, then the payment will be withheld, and the contract shall be terminated, and security amount shall be forfeited.

i. Submission of Security Amount & Contract Signing

ii. Design Deliverables:

Condition	Penalty
Shortfall of up to 10% in any given Month	5% penalty on the total bill for that period
Shortfall of up to 10% for two consecutive months	10% penalty on the total bill for that period
Shortfall of up to 10% for Three consecutive months	15% penalty on the total bill for that period
Shortfall of up to 10% for Four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

iii. Social Media Growth ( Engagement Target)

iv. The Successful Bidder is required to maintain a minimum of 3% engagement rate on both Instagram and Facebook as per clause no. 8.3.3. In case the engagement rate does not meet the target the following penalties will be levied (the penalties will be applied separately for both the Platforms – Facebook and Instagram) :-

Condition	Penalty
Engagement rate falls below 3% in any given month	3% penalty on the total bill for that period
Engagement rate falls below 3% for two consecutive months	5% penalty on the total bill for that period
Engagement rate falls below 3% for three consecutive months	10% penalty on the total bill for that period
Engagement rate remains below 3% for four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

iv. Report and Analytics

Condition	Penalty
Delay up to 7 days	5% deduction on Monthly Bill
Delay beyond 7 days/non-submission	Hold entire payment until submission

v. Creation of Monthly Content Calendar

Condition	Penalty
Delay up to 7 days	5% deduction on Monthly Bill
Delay beyond 7 days/non-submission	Hold entire payment until submission

vi. Monthly average growth in reach

The successful bidder is required to ensure a Monthly increase in the average reach per post on Instagram and Facebook as per clause no. 8.3.3. In case the bidder fails to maintain month-on-month increase in the average reach per post, the following penalties shall apply:-

Condition For Facebook	Penalty
Below 5 lacs in any given Month	5% penalty on the total bill for that period
Below 5 lacs for two consecutive months	10% penalty on the total bill for that period
Below 5 lacs for Three consecutive months	15% penalty on the total bill for that period
Below 5 lacs for Four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

Condition For Instagram	Penalty
Below 2.5 lacs in any given Month	5% penalty on the total bill for that period
Below 2.5 lacs for two consecutive months	10% penalty on the total bill for that period
Below 2.5 lacs for Three consecutive months	15% penalty on the total bill for that period
Below 2.5 lacs for Four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

vii. Monthly average growth in views on reels/video

The successful bidder is required to ensure a minimum 20,000 (for Facebook, Instagram and You – tube) month-on-month increase in the average views per video/reel on Instagram and Facebook as per clause no. 8.3.3. In case the bidder fails to maintain month-on-month increase in the average views per reel/video, the following penalties shall apply:-

Condition For Face Book , Instagram and You- Tube	Penalty
Below 20000 in any given period	5% penalty on the total bill for that period
Below 20000 for two consecutive months	10% penalty on the total bill for that period
Below 20000 for Three consecutive months	15% penalty on the total bill for that period
Below 20000 for Four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

viii. Follower Growth

The successful bidder is required to ensure a monthly increase in the followers on Instagram and Facebook as per clause no. 8.3.3. In case the bidder fails to maintain follower growth, the following penalties shall apply:-

Condition For Face Book	Penalty
Below 3000 in any given Month	5% penalty on the total bill for that period
Below 3000 for two consecutive months	10% penalty on the total bill for that period
Below 3000 for Three consecutive months	15% penalty on the total bill for that period
Below 3000 for Four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

Condition For Instagram	Penalty
Below 300 in any given Month	5% penalty on the total bill for that period
Below 300 for two consecutive months	10% penalty on the total bill for that period
Below 300 for Three consecutive months	15% penalty on the total bill for that period
Below 300 for Four consecutive months	Termination of the agreement at the discretion of MARKFED (as per clause 20)

ix. Public Relations Strategy:

Condition	Penalty
Delay upto 1 month	5% deduction of monthly fee for that period
Delay upto 2 month	10% deduction of monthly fee for that period
Delay upto 3 month	15% deduction of monthly fee for that period
Delay upto 4 month	Termination of the agreement at the discretion of MARKFED (as per clause 20)

x. Competitor Analysis Report:

Condition	Penalty
Delay upto 1 month	5% deduction of monthly fee
Delay upto 2 month	10% deduction of monthly fee for that period
Delay upto 3 month	15% deduction of monthly fee for that period
Delay upto 4 month	Termination of the agreement at the discretion of MARKFED (as per clause 20)

xi. Brand Kit:

Condition	Penalty
Delay upto 1 month	5% deduction of monthly fee for that period
Delay upto 2 month	10% deduction of monthly fee for that period
Delay upto 3 month	15% deduction of monthly fee for that period
Delay upto 4 month	Termination of the agreement at the discretion of MARKFED (as per clause 20)

In case the Bidder is not able to meet any of the targets for any 4 months in a year, then the payment will be withheld, and the contract shall be terminated, and security amount shall be forfeited.

All other terms and conditions of the Tender shall remain unchanged.

Prospective bidders are advised to consider the above amendments while submitting their bids.

This corrigendum shall form an integral part of the Tender document.

Managing Director
The Punjab State Co-operative Supply and

Marketing Federation Ltd. (MARKFED)
Plot No. 4, Dakhshin Marg,

Sector-35-B, Chandigarh – 160022

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Corrigendum 1- Hiring of agency for branding, social media, and PR services for SOHNA brand Under Markfed

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