Hiring of a Media Agency for the Nationwide Raast Radio Advertisement Campaign

Karandaaz Pakistan

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Posted date	5th June, 2026	Last date to apply	11th June, 2026
Category	Tender
Type	Apprenticeship	Position	1

Attached files

59515_job_RFQ_007 Raast_Radio_Campaign_2026.pdf

2. BACKGROUND & CONTEXT

About Karandaaz Pakistan

Karandaaz Pakistan is a not-for-profit public company limited by guarantee set up under Section 42 of the Companies Act, 2017. Karandaaz was established in 2014 with seed grant funding from the UK Government's Foreign, Commonwealth and Development Office (FCDO). For its digital financial services work, Karandaaz Pakistan avails grant funding from the Gates Foundation. Karandaaz operates through four programme verticals: Karandaaz Capital, Karandaaz Digital, Karandaaz Innovation, and Karandaaz Research & Insights.

About Raast

Raast is Pakistan's Instant Payment System, developed by the State Bank of Pakistan (SBP) and operated Raast Payments Pakistan Pct. Ltd. Launched in 2021, Raast has registered over 49 million IDs and processed more than PKR 95 trillion since launch. It enables secure, instant, and free transactions, including person-to-person (P2P) transfers, person-to-merchant (P2M) payments, and bulk disbursements, directly through any banking application or digital wallet, without requiring a separate app. Despite its scale, public awareness of Raast remains critically low: only 15% of individuals aged 15–24 is familiar with the platform, and a common misconception persists that Raast is a standalone application, rather than a payment layer embedded across all banking apps.

Background & Rationale

Despite its scale, public awareness of Raast remains critically low. Misconceptions about its purpose and functionality, including the widespread belief that Raast is a standalone mobile app, have limited adoption. The campaign's core objective is to counter these misconceptions and drive awareness of what Raast actually is: a free, instant, and secure payment layer that works through any banking application a user already has.

Karandaaz Pakistan, in collaboration with Raast Payments Pakistan Pvt. Ltd. and the State Bank of Pakistan, has developed a 60-second Urdu-language radio advertisement as part of a broader nationwide Raast awareness campaign. The broader campaign encompasses a TVC/DVC, social media content, and digital advertising. This TOR covers a separate and complementary component: the engagement of a media agency to secure FM radio airtime and manage the nationwide airing of the pre-produced Raast radio advertisement across 8 FM stations over 15 days.

The radio advertisement has been developed and will be provided to the selected agency by Karandaaz Pakistan. The agency's role under this TOR is exclusively the placement, airing management, monitoring, and reporting of the advertisement, not its production.

Please see attached document for details.

Apply By:

• Both technical and financial proposals must be submitted in a hard copy and electronically through email with subject: “Hiring of a Media Agency for the Nationwide Raast Radio Advertisement Campaign” on 11th June, 2026. Bidders must prepare one hard copy of the technical proposal and one hard copy of the financial proposal, and submit them in separate sealed envelopes to the attention of ‘The Procurement Department’ 1-E, Ali Plaza, D Chowk, Mezzanine Floor, Nazimuddin Road, Blue Area, Islamabad, Pakistan. Bidders MUST also submit electronic copies of technical & financial proposals through email at [email protected].

Bidders must also submit password protected electronic copies of financial proposal. Password for financial proposal will be requested by Karandaaz procurement department at the time of financial opening (if needed)