Is tds needed in this case ?

Yes, TDS is required to be deducted if the expense of such advertising exceed Rs. 30000 (single billing).

I think you may have thought that since the the payment is being made to "Fertilizer Association of INDIA", and it may be government organisation. BUt reviewing the Board Structure and after reading all other details about the association on its official portal, it seems that it is non-profit organisation but not managed by government.