Request for Quotation
Drinkwell Water ATM projects D2D New Customer Acquisition Campaign in Dhaka Metropolitan Area

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Drinkwell has developed the world’s first regenerable, locally-sourced arsenic, fluoride, and iron removal resin for groundwater called HIX-Nano that can modularly fit with companion UV/bacterial filters and recover 90% of water whereas current incumbent reverse osmosis recovers only 40-60% of water. As Water ATM booths are an effective, convenient, and affordable way to provide safe drinking water access in hard to reach communities, Drinkwell has implemented almost 350 CWTPs across Dhaka that utilizes an innovative HIX-Nano technology, and is rooted in sound business principles to ensure sustainability. Based on experience of the model, Drinkwell has also expanded & its operation to other major Divisional areas such as Chattogram, Rajshahi, Khulna, Faridpur & Narayanganj to enhance its reach to potential urban and rural consumers through the technology. Drinkwell intends to expand its customer outreach at Dhaka metropolitan area to achieve the twin objectives of: (1) improving awareness in communities on importance of safe drinking water and methods of purification; (2) improving availability of safe drinking water on an affordable basis all over dhaka city for the city dwellers.

Drinkwell is currently operating approx 350 numbers of Water ATM booths all over Dhaka Metropolitan Area in partnership with Dhaka Wasa, to ensure safe drinking water at an affordable price for the Dhaka city dwellers. Currently almost 02 million people are enjoying these Water ATM facilities directly and indirectly. These water ATM booths cover the whole Dhaka Metropolitan areas along with the LIC areas. Per liter water price is 70 paisa + Vat. 

Drinkwell is expecting 1,00,000 numbers of direct new customer onboarding within next 06 months through new RFID card selling. Each card will be sold at Tk 100, where registration cost will be Tk 50 and Tk 50 will be given as preload through which waters can be taken. Afterwards, customers need to recharge through his/her RFID cards for collecting water from water ATM booths. Agency needs to complete the whole 1,00,000 numbers of direct new customer onboarding within the next 06 months. Any shortage in numbers of card sales will be compensated from the agency's invoice amount on Pro-Rata Basis. Moreover, no sales generation or customer acquisition is allowed from or within WASA pump house premise or ATM booth premise.  

Timeline

This campaign duration will be for 06 months from the date of starting the program. The assignment, with an ambition of reaching 1,00,000 numbers of new customers, is expected to start from the 1st week of August 2024 and to run through the last week of January 2025. In case of any unforeseen circumstances outside either party’s responsibility, which cause delays, a revised timeline will be mutually agreed upon.

Agencies/ firms applying must bring the following skills, attributes, and experience:

• A minimum of 05 years experience with the brand and retail activation; experience in promoting safe drinking water will be given preference.
• Experience with FMCG activations specifically Below-the-line (BTL) promotions.
• Capacity of effectively communicating with stakeholders, retailers, and households.
• Openness to change and capacity to adapt promptly and creatively to unforeseen events.
• Experience in similar sort of campaign will be considered as an added advantage  

Agencies will be shortlisted based on the following evaluation criteria:

• Relevant experience in working with FMCG and urban campaign or activations experience.
• Understanding of the assignment
• Quality of the technical proposal
• Competitiveness of the financial proposal, showing cost-effective resource utilization
• Credibility of the organization

Submission of all required documents stated in the section “submission of EOI” is a prerequisite to short-listing.

Regarding any information or queries, Interested agencies/companies also can contact us via email, at supplychain2.bd@drinkwell.com

Interested agencies/firms are requested to submit an Expression of Interest (EOI) including the following documents to Drinkwell:

• Cover letter (maximum one page)
• Technical Proposal, including sections outlining
• Understanding of the assignment
• Proposed campaign strategy outlining activities 
• Financial Proposal (maximum two pages), providing a breakdown of expected costs for proposed activities, inclusive of VAT and tax
• Annexes including
• VAT Registration Certificate, TIN, Trade License, and company profile (not more than 2 pages)
• Relevant experiences of the agency/firm