CBC’s Digital Game-Changer? Amazon Ads, Paytm & Inshorts Among 10 Agencies Chosen

NEW DELHI — The Central Bureau of Communication (CBC), operating under the Ministry of Information and Broadcasting, announced on Thursday, August 21, 2026, that it has shortlisted 10 media and ad-tech agencies as technically eligible for its digital advertising services empanelment process.

The shortlisted firms have been called to deliver technical presentations on August 27, 2026, at Soochna Bhawan in New Delhi. The evaluation process is part of the CBC's ongoing effort under Category-I of its 2026 Request for Proposal (RFP) to create a robust pool of service providers for government public information campaigns.

Technical Evaluation and Shortlisted Entities

Following technical assessments by the Technical Evaluation Committee (TEC), the CBC issued advisories clearing 10 prominent platforms and digital marketing specialists for the next stage. The selected roster combines major technology platforms with specialized digital marketing firms.

According to official announcements and regulatory releases by the Central Bureau of Communication:

• Shortlisted Agencies: The 10 eligible firms include One 97 Communications Ltd (Paytm), Auburn Digital Solutions, Inshorts India Advertising and Services, Verse Innovation, Amazon Ads, Puretech Internet, Blink Digital India, PivotRoots Digital, YAAP Digital, and Momentus Digital Media.

• Platform Presence: Major digital ecosystems such as Amazon Ads, Paytm, Inshorts, and Verse Innovation bring direct platform reach to the prospective roster.

• Digital Expertise: Performance marketing and digital agencies like PivotRoots, YAAP, Blink Digital, and Puretech add specialized execution and media strategy capabilities.

• Presentation Details: Scheduled for August 27, 2026, each agency is allotted a maximum of 15 minutes to present its technical capabilities before the committee.

Official Sources Section

• Central Bureau of Communication (CBC): Official empanelment notices, advisory circulars, and technical evaluation schedules.

• Ministry of Information and Broadcasting (MIB): Government communication guidelines, advertising policies, and public sector media announcements.

• Social Samosa Industry Updates: Media trade reporting and corporate announcements regarding agency shortlists.

Quote Section

According to statements released in official communication updates regarding the empanelment process:

"The CBC empanelment creates a comprehensive pool of digital advertising service providers capable of supporting public awareness campaigns, communication outreach, and digital messaging for government ministries, departments, and public sector entities."

Why It Matters

For government ministries, public sector undertakings, and digital media agencies, empanelment with the Central Bureau of Communication opens formal channels for executing large-scale public welfare and information campaigns. Incorporating modern digital platforms and ad-tech firms enables government communications to target diverse citizen demographics effectively across mobile and online ecosystems.

Key Facts at a Glance

• Governing Body: Central Bureau of Communication (CBC), Ministry of Information and Broadcasting.

• Shortlisted Count: 10 digital agencies and platforms under Category-I.

• Key Entrants: Amazon Ads, Paytm (One 97 Communications), Inshorts, and Verse Innovation.

• Presentation Date: August 27, 2026, at Soochna Bhawan, New Delhi.

FAQ Section

What is the objective of the CBC digital advertising empanelment?

The empanelment creates a verified pool of digital advertising and ad-tech service providers to handle communication campaigns for government ministries and public sector entities.

Which prominent platforms were shortlisted by the CBC?

The shortlisted entities include Amazon Ads, Paytm parent One 97 Communications, Inshorts India, and Verse Innovation.

What is the next step for the shortlisted agencies?

The eligible firms are required to make 15-minute technical presentations before the evaluation committee on August 27, 2026, in New Delhi.

Where can stakeholders review official CBC empanelment notifications?

Official circulars and evaluation notices are published directly through the Central Bureau of Communication and Ministry of Information and Broadcasting portals.

Source: Central Bureau of Communication, Ministry of Information and Broadcasting, Social Samosa, Indian Television