The NPCI has invited bids from media investment agencies for its proposed mega campaign to widen the reach and thrust of the government's digital payments agenda.
NCPI head A P Hota had said last month that the agency was planning to unleash a mega campaign across the country to educate masses about various modes of cashless transactions they can perform through its various platforms.
"National Payments Corporation of India (NPCI) invites responses to RFP for empanelment of media investment agencies," it said in an advertisement.
NPCI, the umbrella body for all retail payments system in the country, said the primary objective of the campaign is to reach out to target groups and to communicate the positioning the benefits of its products.
"Campaigns need to be designed such that, they leave a strong impression and help in instant brand and product recall," reads the request for proposal (RFP) for empanelment of media investment agency.
End user customers, banks, government, regulators, policy makers and merchants are the target groups whom the agency intends to sensitise about its host of payment platforms.
It proposes to hire at least two or more agencies who will be tasked to execute the campaign.
As part of the campaign, the agencies will have to develop cost effective media plans across TV, radio, print, digital as well as out of home (OOH) mediums.
NPCI said it will engage the agencies initially for one year term and may extend to up to two years upon a review and performance assessment.
The last date of submission for bids is July 6, 2017.
Incorporated in 2008 under the guidance of Reserve Bank and Indian Banks' Association, NPCI has 10 promoter banks.
Presently as many as 56 banks are its shareholders of which 19 are public sector, 17 private owned, three foreign banks, seven multi state cooperative banks and 10 are regional rural banks.
Users can do financial transactions through NCPI's Unified Payment Interface (UPI) application, the BHIM app, RuPay debit cards and Interbank Mobile Payment Service (IMPS).
Hota last month said that NPCI had issued close to 37 crore RuPay debit cards, of which about 25 crore are Pradhan Mantri Jan Dhan (PMJDY) cards.
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