Improving revenue from Advertisement Tax is a key AMRUT Reform. Specifically, achieving full potential of advertisement revenue by making a policy for destination specific potential having dynamic pricing module is a milestone to be completed under AMRUT. The Ministry of Urban Development has empanelled six consulting firms to provide technical assistance to reform the advertisement tax policy of States/Cities. A model Request for Proposal (RfP) to procure an agency from the empanelled list has also been prepared. The RfP is based on the QCBS method as per the World Bank guidelines. The RfP may be customised as per the requirements of the State/City.