To, Hungama Pvt

RHQ.LP.Contract February 9, 2011

M/s. Hungama Digital Media Entertainment Pvt. Ltd, F -11st Floor, Laxmi Woollen Mills Estate, Shakti Mills Lane, Off Dr. E. Moses Road, Mahalaxmi, Mumbai – 400 011 Kind Attn: Mr.Neeraj Roy Managing Director and CEO Dear Sir,

Sub: Tender for promotion and marketing of the loyalty programs for Bharat Petroleum Corporation Limited

Tender no. : TEND/LP/01/2011-12 dated 9th February 2011 Due on : 18th February, 2011 Period of Tender : One year

As you are aware BPCL has launched two loyalty program, PetroBonus and SmartFleet, targeted at the individual customer and the fleet owners respectively. These programs are primarily relationships program thus, it is imperative that we need to take a lot of marketing initiative to run this program at the desired level of performance.

For the above we are looking for services which are required to be covered to conduct the Promotions and marketing activity in this program. We require a Promotion and marketing agency to manage the marketing activities at BPCL .The roles of this agency would be:

 Designing all the below line activity communications for the programs which would mean direct mailers, outdoor collaterals offer letters, program updates and other communication. The rate cards applicable to BPCL for conceptualization, designing and production of the direct mailers shall have a substantial discount considering the frequency and quantum of work.

 Designing and managing promotions for the programs including sale promotion campaigns, festive promotion, member get member, contest and gaming for members including procuring of prizes and shipping them out. An analysis of how the database has reacted to the promotions and how successful the promotion was would be a part of the brief.  Designing and managing the websites of the programs. The content needs to be designed and updated at regular intervals. The content of the website should be relevant, easy to use and interesting enough to draw customers repeatedly to the website.

 Create and manage the Digital marketing platform for the program which would include SMS marketing, website marketing.

 Create a platform for partnering the exciting and attractive offers for the members of the relevant sector. Thus, managing the alliances partnership.

 Coordinating the market research for the programs including taking concurrence of BPCL for appointment of market research agency and working closely with the agency on the brief and getting the desired quality of output.

 Designing and producing manual for the programs, training, process and operational manual.

 Generate revenues through website, database, partners, Statement marketing to the relevant partners.

 Event Management which would include conducting conferences, on ground Promotional activity, award nites etc.

All the above activity shall be carried out in close co-ordination with the BPCL team. You shall strictly adhere to the timelines provided for the activities and shall provide quality output. The estimates shall be submitted in advance for all types of work based on the final agreed rates. However, the creative jobs , only the final approval of the creative shall construe approval of the work.

You shall have to undertake to maintain complete confidentiality of for the purpose of fulfilling the above duties. Further, you shall also undertake to procure that your directors, officers and employees shall take such steps as necessary to comply with the above restrictions and to use such methods and apply such degree of care with regard to Confidential Information, as would be used or applied to protect and avoid disclosure of its own Confidential Information.

The above scope of work is only indicative and would you feel that you would require to do any other work related to the broad headings indicated you may include the same in your offer.

The appointment would be for a period of one year ie. from 1 st April 2011 to 31st March 2012.

Kindly send your lowest quotes for carrying all the above activities for both the loyalty program of BPCL effectively, in the format attached as Annexure I. Wherever, possible kindly indicate the item wise rates .However, rates should be quoted for all the activities which you envisage for carrying out the above activities.

Your quotes in a sealed envelope should reach us on or before 18 th February 2011 by 1500 hours addressed to:

Sr. Manager Loyalty Programs, Bharat Petroleum Corporation Limited 12th Floor, E Wing, Maker Towers, Cuffe Parade Mumbai -400005

You will have to sign a SLA, the scope of work and contents of which shall be discussed and finalized immediately after the finalization of the tender.

Thanking you,

Yours faithfully, For, Bharat Petroleum Corporation Limited

Peter Gantzer Sr.Manager Loyalty Programs Annexure I

Sr. No Activity Scope Of Work Quotes 1. Creative  Creative design and artworking of Development and all program communication . This Production as per would involve creating and the rate card developing creative for each suitable medium, viz. direct mailers, outdoor, web, email, press ads, TV ads, radio jingles, POP, SMS and any other medium that may be relevant for meeting the objective of the campaign

 Communication, contests, promotions, comprising of direct mailers, offer letters, program updates, rewards catalogues, research mailers, ads, scripts, jingles, signage, POP, manuals and handbooks, program marketing materials etc. as detailed out below.  Creative design and artworking for all reward catalogues and program launches like the PetroBonus Corporate launch program  Processing, printing, fabrication, production of the above – not printing  All creative items will be quoted for separately The above to be quoted on a rate card basis. 2. Promotion  Design and execute campaigns Management from end to end . This would involve creating and developing campaigns for each suitable medium, and creating communication in all channels viz. direct mailers, press ads, TV ads, radio jingles, POP, outdoor, web, email, SMS and any other medium that may be relevant for meeting the objective of the campaign.

 Execute specific promotional campaigns on the field/events to acquire, engage or reward customers. Example :appointing and managing promoters for acquiring PetroBonus Customers. 3. Web Update the website regularly. Management  Managing the Websites  Web updates  Web contest promotions/campaign  Digital marketing options  Providing any other value added services through the website.  Developing micro sites or landing pages and email coding  SMS contests/campaigns  Modules for winner generation – customer and territory  Online forms – enrolment, profile, contest etc.

4. Partnership Management  Two types of partners - strategic and tactical . Identifying and tying up with relevant partners for.  Exclusive Promotions and offers  Identify partners for earning rewards points by members and finalizing attractive terms with them.  Identify partners for burning Petromiles

5. Coordinating Market Research  Conceptualize and devise the research plan  Briefing and supervising any third party research  Developing and carrying out mail/tele/e-mail research in-house, involving developing the research design/plan, analyzing results

6. Generating Marketing Revenues  Statement  Website  Database Monetization 7. Event Conducting the activities such as given Management below on an end to end basis:  Conferences, Process club  Movie Release  On ground Promotional events  Award or promotional nites