ISSUE DATE: February 22, 2021

SUBMISSION DATE: March 15, 2021

***EXTENDED SUBMISSION DATE: April 15, 2021***



Women’s World Banking has been a global leader in Women’s financial inclusion from past 40 years with global reach of 63 million women. In India, WWB has been undertaking projects with Financial Services providers to deepen savings engagement, increase credit and insurance access of low-income women. The work primarily promotes financial inclusion of low-income women and helps financial services providers increase women’s use of quality financial products and services. Under this initiative, Women’s World Banking is seeking to work with a firm that can assist in conducting and promoting last mile sales and marketing activities in UP. The firm is required to:


  • Develop a marketing strategy for promoting awareness and usage of benefits offered by Jan Dhan accounts
  • Develop community-based customer outreach plan
  • Develop customized financial education content focused on project benefits to customers
  • Conduct various promotional events at village level, block level and gram panchayat level in UP, with and without collaborating with local bodies like SHGs, Anganwadis and Panchayat offices


The following details out the various aspects which the firm may have to undertake as part of the project. Depending on the project scope, the scope of the work may be subsequently extended or limited.


  • Develop a marketing strategy for promoting awareness and usage of benefits offered by Jan Dhan accounts

The firm is expected to design a marketing strategy that consists of identifying target groups for disseminating information of PMJDY account benefits, savings importance and opportunity to avail credit and ease of availing banking services through Business Correspondents that will lead customers to take the intended action.


  • Develop community -based customer outreach plan

The firm is expected to design a customer outreach plan to reach existing and potential new customers in the project locations. The plan should consider leveraging the presence of local communities and those community influencers.


  • Develop customized financial education content focused on project benefits to customers

The firm will be expected to create customized content on – Jan Dhan account benefits, opportunity to avail credit through saving actively with the bank, awareness about BC and should have expertise to create t

  • Banners and flyers
  • Gamified content
  • Audio clips for radio campaigns
  • Video clips
  • Comic strips on each topic


  • Conducting promotional events

The firm will be expected to ensure seamless conduct of the events along with necessary logistical functions:

Conducting community events and gatherings:

  • The community engagement shall involve both physical and digital modes
  • The physical mode of engagement involves three categories of events – group gatherings (within 50 attendees), community events combined with other community event or camp (51-200 attendees), large scale event (>200 attendees)
  • Group gatherings are to be conducted at village level once a month, community events are to be conducted once in two months at gram panchayat level and large-scale events are to be conducted once in 3 months at gram panchayat level
  • The agency shall leverage any community activities or events like Panchayat office workshops/Anganwadi events/local fairs or melas in the locations


Coordination with stakeholders:

  • Talk to local bodies like Panchayat Office, Anganwadi, Village Development Officer, BCs and Bank branches (where necessary) to plan the events schedule
  • In the events targeting SHGs or FPOs or Village Federations, coordinate with those respective community leaders for ensuring participant attendance



  • Identify venues for conducting event. The choice of venue shall be made based on the scale of event, expected attendance.



  • Arrange for light refreshments (snack and drink) for all participants depending on the scale and duration of the event



  • Procure and give goodies to some of the event participants and external stakeholders for facilitating the event
  • Give goodies to community influencers who can demonstrate or talk during these events


Other Logistics:

  • Facilitate logistics of event venue, display content, seating, audio/visual aids, power supply (where needed), props for engaging the audience, refreshments and goodies to some of the participants and external stakeholders facilitating the event
  • Distribute the marketing material to participants (handover pamphlets or leaflets, and circulate video clips or/and images to the numbers collected at the event)
  • Provide proofs of event attendance like attendance register and photos



Ideal respondents to this RFQ include firms with skills and competencies in the following areas:

  • Experience in designing and/or disseminating content for financial inclusion
  • Experience in working in rural areas on financial inclusion
  • Experience in developing sales and marketing strategies for financial products for rural customers
  • Ability to conduct and deploy field staff for sales, marketing, and financial literacy events



Key deliverables include developing a marketing strategy, and marketing & communication content that leads to:

  • Increase in customer awareness levels
  • Increase in customer walk-ins at Business Correspondent centres
  • Increase in new accounts opening/cross sell of insurance scheme and loan products
  • Increase in savings activity of target customers.


The final deliverables will be detailed out depending on the scope of the project. Please note that the fees shall be paid on a variables basis as per the final deliverables agreed.



The selected firm will be placed on a retainer contract for multiple engagements for one year, to be extended later at Women’s World Banking’s discretion.



The firm needs to have national presence, with in-field presence in UP for the initial engagement during March 2021 – July 2021.



Applications must be received no later than 23:59 hours IST of April 15, 2021

Your application should include a proposal, your fee in addition to the following:

  1. Organizational Capacity and Experience
  • Please provide a brief statement of your organization’s capacity to complete this work, listing similar projects completed/relevant organizational experience.
  • A description of the proposed team, including team leaders, supervisors, survey staff and any others who will be involved with the work and how they are organized
  • Presence in other cities and head quarter
  • Team size
  1. Cost template using this LINK
  2. Three references with whom the firm has worked in the past


If you have any questions:

Please include in the e-mail subject line “RFQ: Marketing and Sales Promotion Agency in India.”


DO NOT EMAIL YOUR APPLICATIONS TO THIS LINK. Applications will only be accepted through the below link.


Apply Now!

This RFQ does not guarantee or commit Women’s World Banking to proceeding with the above described work. Due to overwhelming response, not all candidates will be contacted.

Women’s World Banking is an equal employment opportunity for all regardless of race, color, citizenship, religion, sex, sexual orientation, gender identity or expression, age, disability, veteran or reservist status or any other category protected by federal, state or local law.

 Women’s World Banking will be unable to contract with any individual who is US citizen or resident without an LLC or LP or similar structure.