FSSAI opens Rs 3.5 cr bid for PR & social media mandate 

The Food Safety and Standards Authority of India (FSSAI) has invited bids worth Rs 3.5 crore to onboard specialised PR and social media partners for a three-year period. The initiative, rolled out under the Ministry of Health and Family Welfare, highlights the regulator’s increasing emphasis on building a structured communication framework, expanding consumer outreach and amplifying its presence across digital platforms.

According to the tender document, the mandate has been designed to cover a wide spectrum of activities. On the traditional side, the PR agency will be expected to handle media strategy, press events, monitoring and corporate communication across both national and regional outlets. 

The digital component, meanwhile, extends to social media campaign management, content creation and moderation, response and helpdesk support, analytics and training programmes for FSSAI’s internal staff. Over the contract period, the agencies will also be responsible for delivering 45,000 photographs and 1,500 videos to support campaigns across platforms including Facebook, Instagram, X, YouTube and WhatsApp.

The bid closes on September 3, 2025, at 1:00 PM and will be opened the same day at 1:30 PM. It carries a validity of 120 days from its notification date of August 19, 2025. A pre-bid meeting has also been scheduled for August 25 at FSSAI’s headquarters in New Delhi. Proposals will be evaluated under the Quality and Cost-Based Selection (QCBS) method, with technical expertise accounting for 70 per cent weightage and financial bids making up the remaining 30 per cent.

Financial and experience criteria have been set to ensure only established players participate in the process. Bidders must have a minimum average annual turnover of ₹5 crore over the last three financial years and at least five years of relevant industry experience. In addition, they will be required to furnish an earnest money deposit of ₹10 lakh along with a performance guarantee of five per cent of the project value. The tender does not provide exemptions for MSMEs or startups on either turnover or experience requirements.

This announcement comes shortly after FSSAI released an RFP in July inviting creative agencies for a two-year contract. Together, the moves reflect the regulator’s broader push to professionalise its communication strategy and establish a long-term network of partners. By tightening eligibility norms and emphasising both scale and experience, the new bid is expected to attract large, established agencies capable of executing multi-channel campaigns at a national level.