MUMBAI: India’s next diplomatic handshake may begin with a quiz instead of a passport stamp. The Ministry of External Affairs (MEA) has initiated the process to build an AI-powered global digital platform designed to expand India’s engagement with overseas audiences, signalling a fresh push to blend technology with public diplomacy.
The ministry has floated a Request for Proposal (RFP) worth Rs 98.1 crore to develop and operate INDIQO (India Quiz Global Outreach), a three-year project that will transform the existing Bharat Ko Janiye (BKJ) Quiz into a mobile-first, always-on digital platform aimed at the Indian diaspora and international participants.
The selected agency or consortium will be responsible for the platform’s entire lifecycle, covering design, development, operations, marketing, content creation and logistics. The contract will be awarded through a Quality-and-Cost Based Selection (QCBS) process, with 70 per cent weightage assigned to technical evaluation and 30 per cent to financial bids.
According to the tender document, the platform will integrate AI-driven personalisation, gamified learning, multilingual content and continuous user engagement to strengthen India’s public diplomacy efforts and enhance its global soft power.
Sources told that Collective and Crayons have submitted bids for the Rs 98.1 crore project.
Alongside the technology mandate, the MEA has also invited bids to appoint a creative agency for a six-month assignment with an estimated value of Rs 29.5 lakh. The selected agency will manage creative communication requirements outlined in the tender documents.
This contract will also follow the 70:30 QCBS evaluation model. Agencies must secure a minimum of 70 technical marks to qualify for financial evaluation.
The ministry will assess bidders on parameters including experience with government clients, execution of national-level government campaigns, quality of previous work, client testimonials, creative capability demonstrated through presentations and the ability to undertake emergency assignments.
To qualify, agencies must have an average annual turnover of at least Rs 1 crore, possess a minimum of three years’ relevant experience and demonstrate a proven track record of delivering similar government projects. The assignment carries an estimated value of Rs 29.5 lakh over a six-month contract period.
The twin tenders underscore the MEA’s growing focus on using artificial intelligence, digital engagement and creative communication to strengthen India’s international outreach, as public diplomacy increasingly shifts from one-off campaigns to always-on digital ecosystems designed to engage global audiences continuously.