RFP - Production of Explainer Videos for The Antara Foundation Interventions

REQUEST FOR PROPOSAL (RFP)

Production of Explainer Videos for The Antara Foundation Interventions

Issued by: The Antara Foundation

1. Invitation to Submit Proposal

The Antara Foundation (TAF) invites proposals from experienced animation studios, creative agencies, and video production partners to develop four high-quality explainer videos covering TAF's key program interventions in maternal, newborn, child health, and nutrition (MNCHN).

Three of the four films will be animation-based. One film (Barriers and Community Engagement Models) will be shot in the field. Agencies should propose and quote accordingly.

The selected agency will manage the full production lifecycle—from concept development and scriptwriting through animation or filming, voice-over, sound design, music, editing, and final delivery—in close collaboration with TAF.

2. Background and Context

The Antara Foundation is a public health organization working to improve maternal, newborn, and child health outcomes in India. TAF operates across multiple districts in Madhya Pradesh and other states, implementing interventions spanning facility strengthening, frontline worker capacity building, community engagement, and digital health.

TAF is now commissioning a series of explainer videos to communicate the depth, sophistication, and impact of its program interventions to donors, government partners, global health audiences, and other stakeholders. These videos will serve as powerful storytelling tools for fundraising presentations, stakeholder meetings, conferences, and digital campaigns.

TAF is seeking a creative partner — not just a production vendor — that can bring both strategic thinking and high production quality to this assignment.

3. Objectives of the Assignment

Develop engaging, high-quality explainer videos for each of TAF's four program interventions, in close collaboration with the TAF team.

Translate complex program logic into accessible, emotionally resonant visual stories for sophisticated donor and government audiences.

Position TAF as a thought leader in public health innovation, without resorting to typical NGO communication tropes.

Build a visual language and production style that can be extended to future intervention videos.

Create versatile content that works across presentation formats, screen sizes, and both Indian and international audiences.

4. Scope of Work

The selected agency will be expected to undertake the following activities:

Review the intervention briefs provided by TAF and participate in an initial briefing and concept discussion.

Develop scripts for each video in close collaboration with the TAF communications and program teams.

Propose a visual treatment, creative approach, and production style for each film, with rationale.

For animation-based films: develop storyboards, character and environment design, motion graphics, and final animation.

For the field-based film: plan and execute a field shoot, including logistics, filming, and postproduction.

Arrange and record professional English voice-over for all films, subject to TAF approval.

Add suitable background music, sound effects, audio mixing, and other post-production elements.

Incorporate TAF feedback across agreed revision rounds.

Deliver final mastered videos and agreed editable or source assets.

5. Film List and Production Format

The four films are listed below. Scripts will be developed as part of this assignment in collaboration with TAF. Durations are indicative of upper limits.

S.

No.

Intervention

Production Format

Indicative Duration

1

Aaradhya Jeevan (Nurse

Mentoring and Facility

Enhancement)

2D Animation

Up to 4.5 minutes

2

AAA Platform

3

Digital Public Health Program (DPHP)

4

Barriers and Community Engagement Models

Live-action field shoot

Up to 5 minutes

Agencies must provide separate quotes for animation-based films and field-based films. Annexure A provides a brief description of each intervention.

6. Inputs to Be Provided by The Antara Foundation

Detailed intervention briefs for all four films.

Relevant program information, terminology, data, and reference materials.

Access to field locations, health workers, and communities for the live-action shoot (Film 4), subject to coordination and consent protocols.

Branding guidelines, logos, and any available reference assets.

Feedback and approvals at defined review stages.

Visual references and style guidance as outlined in this brief.

7. Technical and Creative Specifications

Parameter

Requirement

Number of films

Language

English voice-over

2D animation (Films 1, 2, 3); Live-action field shoot (Film 4)

Purpose

Donor engagement, stakeholder presentations, government advocacy, digital campaigns

Output format

MP4

Resolution

Full HD, 1920 x 1080

Aspect ratio

16: 9

Voice-over

Professional English, human voice-over arranged by the agency

Visual approach

High-end, modern, sophisticated — not typical NGO style. See Section 9 for references.

8. Quality Expectations

High production quality with a premium, polished feel suitable for donor and government audiences.

For animation: consistent character design, backgrounds, typography, color palette, and visual treatment across all three animated films.

For the field shoot: cinematic, thoughtful filming that is authentic without being exploitative or povertyfocused.

Clear, professional narration and audio mixing suitable for conference rooms, presentations, and digital viewing.

Effective use of visual metaphors, motion graphics, data visualization, and storytelling to make complex ideas accessible.

Inclusive, respectful, and context-sensitive representation of frontline workers, communities, and the public health system.

Videos must work equally well for Indian audiences familiar with the ground context, and international audiences who may need more contextual framing.

9. Creative Direction and Style References

Tone and Feel

Sophisticated yet grounded. Hopeful yet realistic. Professional yet human. We want videos that feel high-end and polished, deeply connected to rural India, and emotionally intelligent — touching the heart without being manipulative or poverty-focused.

Production Style

We are open to a VOX-style explainer approach, fully animated treatment, or a strategic hybrid of both. The agency should propose what works best for each intervention and provide rationale. Possible elements include 2D animation, motion graphics, live-action B-roll, voice-over narration, interview snippets, illustrated characters, and kinetic typography.

Style References

Will be shared after project commencement.

10. Questions for the Agency to Address in the Proposal

What creative treatment do you recommend for each intervention, and why?

How will you balance a premium feel with authentic representation of rural India?

How will you visually represent abstract concepts such as systems strengthening or community coordination?

What strategies will you use to keep viewers engaged across 4-4.5 minutes?

How will you ensure the videos work for both Indian and international audiences?

What elements can be templated across the four videos to build a consistent visual identity for TAF?

For Film 4: how do you plan to approach the field shoot, including logistics, community sensitization, and consent?

11 Review, Approval and Revisions

The agency must propose a clear review workflow, including script approval before production begins.

Up to two rounds of revisions per film must be included in the financial proposal.

No film will be considered final until written approval is provided by TAF.

Any substantial changes beyond the agreed scope will be discussed and approved separately.

12. Expected Deliverables

Four final videos delivered in MP4 format, Full HD (1920 x 1080, 16:9).

Approved scripts for all four films.

Final voice-over recordings and mixed audio embedded in the videos.

Final artwork, animation assets, and editable