Removal of Barriers to Energy

Efficiency Improvement in the

Steel Re-Rolling Mill Sector in
India

Documentary Film Production

Request for Proposal (RFP)

Project Management Cell

UNDP/GEF Project (Steel)

Jawahar Dhatu Bhawan,

39- Tughlakabad Institutional Area,
M.B. Road, Near Batra Hospital,
New Delhi -110 062
Contents
1 Background ................................................................................................................. 1
2 Objective ..................................................................................................................... 2
3 Assignment Overview................................................................................................. 3
3.1 Documentary....................................................................................................... 3
3.2 Booklet................................................................................................................ 4
4 Activities ..................................................................................................................... 5
5 Role and Responsibility Matrix .................................................................................. 6
6 Qualifications and Competencies ............................................................................... 6
7 Tender Proposal Conditions........................................................................................ 7
8 Tender Evaluation Criteria.......................................................................................... 8
9 Timelines, Terms of Payment and Penalty Clause ..................................................... 8
10 Address of Correspondence .................................................................................... 9
Request for Proposal

1 Background

India is witnessing a sharp rise in the production of steel. From a modest output of 38
million tons in 2004-05, India is poised to produce over 180 million tons in 2019-20. This
would catapult India’s position from the 8th largest to the 2nd largest producer in the
world.

Energy, which is one of the main inputs in the steel industry, has to be utilized
proficiently to increase the production. Efficient use of energy is therefore crucial for
containing costs, upholding competitiveness and sustaining growth in the steel sector.

The Steel Re-rolling Mill (SRRM) sector comprises of the Small and Medium (SME)
Enterprises. Though technologically regressive, the SRRM sector nevertheless forms an
important link in the overall supply chain of steel. It also accounts for more than half of
the demand of the primary steel producers. Loss of competitiveness and closure in the
SRRM sector will not only hit the individual manufacturers but will also be devastating
to the entire industry.

The unison of GEF’s environmental concerns with the need of the steel industry to
identify economically viable energy efficient options gave rise to the UNDP/GEF Steel
project. The project seeks to facilitate the diffusion of energy efficient low carbon
technologies in order to bring down end-use energy levels, improve productivity and cost
competitiveness together with a reduction in Green House Gases (GHG) emissions and
related pollutants. For this purpose, the SRRM units in the SME sector needs greater
awareness in terms of technical, financial and institutional support in order to develop
and adopt energy efficient green technologies.

The SRRM sector of India comprises over 1200 working mills spread all over the
country. In order to disseminate information about Project Management Cell's (PMC)
initiatives towards Energy-Efficient SRRM sector, as well as raise awareness about
opportunities, there appears a need to use various information channels that appeal to this
sector. Multimedia films take an exceptional place in achieving public information goals
across a widespread industry.

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Request for Proposal

2 Objective
Project Management Cell (PMC) desires to prepare multimedia documentary films and
booklets (printed) on 10 SRRM units for the purpose of :
• depicting the stages of project implementation
• comprehending the benefits derived
• understanding the lessons learnt

The activity will have two components which are explained as follows:

Documentary Films

The films will primarily be shot with a voice over in English and a translated version in
Hindi will also be provided by the agency.

These films will serve the purpose of an effective tool for the dissemination of knowledge
of the units in the multimedia and print format. The DVDs prepared will record, hold and
communicate information about the project’s implementation in every unit in an audio-
visual format.
Each movie will be:
• displayed on the PMC website, http://undpgefsteel.gov.in.
• used to facilitate market transformation by screening it in all the future Awareness
Workshops.
• used as energy initiatives in Climate change focused seminars

The documentaries will be provided in 3 forms:

- 8-10 minutes documentary on each of the 10 units
(200 copies for each unit * 10 units = 2000 copies)
- A brief 2-3 minute compiled visual for each unit in DVD format (2 copies)
- A 10- 15 minutes master CD – a compiled (version) of 3-4 unit case studies (500
copies)

The brief edited version will be disseminated to benefit specific stakeholders of the Steel
industry – Ministries & Government agencies, CEOs & top management of Steel
industry, steel workers at the floor level, energy consultants & technologists, financial
institutions.

Printed Booklet/ Brochures

The above activities, output and outcomes should also be presented in print format -
brochures (12 to 20 pages for each of the unit ), presenting the baseline, design steps and
processes, implementation, results achieved (focusing on energy efficiency and
productivity), CO2 reductions, workforce feedback, etc for each of the 10 SRRM units.
These booklets should also be provided as soft copies to PMC.

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Request for Proposal

- The brochures will be printed in glossy magazine paper with high picture
resolution
- 300 copies for each of the 10 units should be published – 3000 copies

The brochures will have a wider audience, with the option to bring out several translated
versions. It must capture the interest of the layperson with equal zeal as it targets the
policy maker.

3 Assignment Overview
The Terms of Reference (ToR) for the agency who will be engaged in the preparation of
the activity are given in the following sections.

3.1 Documentary
The documentary films will be prepared for 10 units spread across the country. The list of
the location of 10 units has been attached as Annexure – I.

The vendor should produce 8 to 10 minutes-long film for each of the 10 SRRM units to
promote the adopted energy-efficient technologies, their benefits and lessons learnt.
For the same purpose the vendor has to cover the following events:

• A brief about the steel industry and the purpose of the project with focus on each
unit.
• The film will begin with an introduction to the unit. (Its location, city, identity of
the unit, its specialty or a line from the director of the unit).
• The focus will then shift to the pre-project status of the unit that is to be shown
with a background commentary. This will cover its technical and financial
aspects, workforce and manpower and education level of its workforce.
• The film will then present the baseline studies in brief with the help of graphics
and animation to create a demonstration. The status of its CO2 emission and
energy consumption level initially should be highlighted here.
• After this, the film will cover the design parameters and suggestions given by
PMC in the form of typewritten points.
• The implementation of the project will be covered briefly in the next frame. Still
images blended with typewritten points and animation will be used to show all the
stages of implementation. This will also include the commissioning of the
technology packages.
• A brief on energy-audits, 5S implementation, various trainings, workshops and
seminars held in the unit, will be highlighted with the help of images and
presentations.
• The next step to be covered is post-commissioning. The report prepared at this
stage has to be mentioned again with the help of animation. A comparative study
in the form of chart or graph based on the baseline and the post-commissioning
reports has to be presented as a slide. Animation will be used to show the
calculation of the improvement after the project was commissioned.

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Request for Proposal

• The film will include different stages, sound bytes or short interviews with the
stakeholders – e.g. ministry officials, industrialists etc. speaking on a spectrum of
topics apt for this film: climate change, need for efficiency measures, technical
interventions, future prospects to replicate it in all other units.
• Each CD will be provided in a case with an appropriate cover. CD cover will be
designed by the agency in consultancy with PMC.
• The conclusion will comprise of a visual comparative study that depicts the
reduction of energy consumption and CO2 levels in the graphical format and
animations.
• An interview with the owner of the unit will conclude the film. The owner will
talk about assistance, advice, awareness about various technologies, improvement
in terms of quality, utilization, profit and productivity, and reduction of wastage
etc.

3.2 Booklet
The booklet should include the following:
• Introduction to SRRM unit
• Director’s comments on project intervention
• Pre-implementation scenario and need for energy saving
• Implementation phase, recommendations and other activities and benefits availed
through the project
• Post- implementation scenario (in order to capture the benefits)
• The before and after implementation scenario
• Their current practices and Director’s comments on project benefits
• Reduction in CO2 emission
• Lesson learnt

The implementation process must emphasize the manpower involvement, why energy
audits are essential, efficient technologies used and sustainable models showcased by the
project. Simple schematics of the devices in addition to pictures and graphs must make
up the graphic component.

The last page can include a table of what are key energy indicators for SRRM units –
payback periods for investments, long term energy and CO2 savings and so on, energy
intensity of steel industry.

Note: Depending on the requirement, the terms or reference may vary, at a later stage in
the assignment.

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Request for Proposal

4 Activities
This section provides the list of activities involved in developing the 10 documentaries:
• The agency personnel will be taken for one pilot visit to one of the unit (site visit
for proper understanding of the unit) along with the resident mission and one
person from PMC, within a week of issuing Letter of Interest (LOI).
• PMC will provide basic background material available as reference (including
films, photographs, animation, graphics etc.).
• The agency will supplement the background material with research and analysis
on each of the specific unit. They will explore other sources of information and
data on the units.
• The agency will develop the film’s overall concept, script/ story board, which
thereafter, will be approved by PMC. Once the agency has submitted the first
draft of the script, PMC will analyse it, and provide comments and feedback to be
incorporated in the script.
• Revision of the script and plan is to be presented to PMC. The final Story Board
will be approved by PMC (unit wise).
• The agency will select experts/speakers for the film. They will identify
individuals to be interviewed for each of the 10 documentaries.
• The agency will interact with the industry people, directly affected by the
implementation of the project by PMC.
• After the final approval of the script, the agency will perform appropriate video
filming and shoot interviews with the identified Projects’ major stakeholders, e.g.
unit owners, unit workers and experts from PMC, Ministry of Steel (MOS)
officials and UNDP officials.
• On finalization of the script, a visit to each of the 10 units will be organized by
PMC (for visuals and bites)
• The agency will produce a 7-8 minutes-long film and a separate video clip (based
on the filmed materials) of up to 2 minutes in DVD format.
• The agency will organize the film’s official presentation with participation of
SRRM unit's representatives, MOS officials, UNDP officials and PMC’s experts.
• The agency will prepare booklet/brochures on each unit and send if for a final
review to PMC expert.
• The agency will organize the film’s official presentation (optional).
• The agency will produce an invitation card, a poster for presentation purposes
(optional).
• The agency will arrange film’s screening on a TV channel (optional).
• The agency will prepare corresponding reports (descriptive and financial ones) on
the results of the film’s production (optional).

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Request for Proposal

5 Role and Responsibility Matrix

The following table shows the responsibility matrix for the activity:

Task Responsibility
Script Writing and Story Board Agency
Script Review and Final Approval PMC
Basic Background Material PMC
Filming and Shoot Agency
Interviews and other relevant References Agency
Preparing Booklet/Brochure Agency
Approval and Review of the PMC
Booklet/Brochure
Final Approval for the Documentaries PMC
Publicity and Filming of the Agency
Documentaries

6 Qualifications and Competencies

This section highlights the qualification and competencies required for applying for the
tender:
• The vendor (organization or a TV production company) which will participate in
a production tender should have extensive experience in producing public
information video films or TV programs, relating to the social and economic
matters
• Experience in working with international organizations and/or international
donors
• Awareness of the SME sector in India
• Excellent technical capacities to ensure smooth and high-quality production
(video production staff, owner of its own video production studio or a
documented proof of an access to a rented video studio)
• Experience in working with state institutions/NGOs/PSUs/local authorities,
working in the local development and public administration field
• Ability to ensure the consecutive screening of the film on national TV upon its
completion (optional)
• Extensive experience in organizing public presentations of documentaries
• Excellent planning and organizational skills
• Excellent ability to meet deadlines

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Request for Proposal

7 Tender Proposal Conditions

The agency/vendor (organization or a TV production company) interested in taking part
in a production tender should submit the following:
• Profile Summary (attached as Annexure - II), describing the vendor’s registration
details, as well as experience in producing similar documentaries (name and type
of organization, registration date, operational details, address, telephone number,
e-mail and Web addresses, name of the organization’s director, names of
proposed TV crew and their CVs);
• List of similar productions in the past, with copies of produced films (if possible);
• Detailed project proposal together with a preliminary work-plan and proposed
budget (cost of production works and other assignment-related expenses) in
English.
• The offer should be submitted in two separate sealed envelopes (details of this
have been provided as follows):
o Technical Bid - Details of the firm, past experience and other relevant
document that the firm wishes to submit
o Financial Bid – Details of the financial proposal. The agency should
submit the financial bid with a price break-up such as man-days cost,
travel expense, taxes etc. and also the activity wise cost break down (under
various scales).
The envelopes must be duly super-scribed with the bid type and name; the marked
bids should be placed in a single large envelope and submitted to PMC.
• Confirmations of organization’s ability to broadcast the produced film on
television (optional-either within a specialized TV program or within a separate
time slot)

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Request for Proposal

8 Tender Evaluation Criteria

The following table provides a detailed description of the evaluation criteria for the final
selection:

Criteria Evaluation
Experience in producing multimedia films/documentaries depicting 25% of the total
social-economic development matters in India and internationally possible points

Extent to which the proposal and action-plan meet the current ToR 10%
and the assignment’s main elements
Creative and innovative ideas, presented in the proposal 25%
Effectiveness of a proposed work-plan with realistic 10%
implementation deadline
Affordability of production costs and necessary expenses, 30%
transparency and efficiency of costs

9 Timelines, Terms of Payment and Penalty Clause

This section highlights the timelines, the payment schedule and the penalty for not
delivering on time.

Timeline
(From the
Action day of pilot Terms of
Delivery Details
Item No. visit of a Payment
sample
unit)
1 Script and story-board submission (for all the 10 15 day -
units)
2 Approval of script 30 days 25%
3 Completion of filming (all footage) and bites 60 days
4 Completion of editing and audio visual compilation 75 days 25%
4.1 Submission of draft brochures/booklet
5 Finalization of brochures/booklet and documentaries 105 days
6 Final presentation of the 10 + 1 documentaries to 110 days 50%
PMC

The above timelines for the activity steps are to be adhered. In case of delay of one week,
a 0.5 % of contract fee would be deducted. If the LD reaches 5% of the contract price, the
contract may be put up for termination.

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Request for Proposal

10 Address of Correspondence
Proposals should be sent on to the following address:
Manager (M&E)
Project Management Cell
UNDP/GEF Project (Steel)
Jawahar Dhatu Bhawan,
39- Tughlakabad Institutional Area,
M.B. Road, Near Batra Hospital,
New Delhi -110 062
Please send in a hard copy of the tender at the above address.

Coordinator Contact:
Neha Shah – Jr. Mgr (Doc)
Ph. No. – 09990454694
Email - nehashah@undpgefsteel.com.

Note: Agencies/ Bidders are requested to mention the RFP Title / the RFP applied
for, in their mail.

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Request for Proposal

Annexure – I
LIST OF THE UNITS FOR FILMING

S.No. Name of the Unit Location

1 Bengal Hammer Industries Ltd. Kolkata

2 Bhambri Steel (P) Ltd MGG
3 Vivek Re-Rolling Mills MGG
4 Dhiman Industries (P) Ltd MGG
5 Suryadev Alloys & Power (P) Ltd Chennai
6 A.C. Strips (P) Ltd Raipur
7 Pulkit Steel Rolling Mills Pondicherry
8 Arora Iron & Steel Rolling Mills Ludhiana
(P) Ltd
9 Shree Prithvi Steel Rolling Mills (P) Ltd. Jaipur
10 M.P.K Steels (I) Pvt. Ltd. Jaipur

* The above list is tentative and might vary as per availability of unit.

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Request for Proposal

Annexure – II
PROFILE SUMMARY

Sl.No.
Details to be filled

1. Legal Constitution

2. Organization Address with Contact No.

3. Name of Contact Person (with Designation)

4. Chart of Escalation / Second in Command

Company Turnover for Last Three Years

5.
(in INR)

6. PAN

7. Service Tax. No. (if any)

8. Any Other Registration Details

9. List of Clients Annexure

10. Reference for similar jobs taken, if any.

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Request for Proposal

Note:
1. Company Introduction / Profile if any may be submitted along with the
above information.
2. All the enclosures including copies of registration should contain the
signature & Stamp of the Officer In-Charge authorized to enter into the
contract.

(Signature)

Date: Place:

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