RFP - Production of High-Quality 2D Animated Training Films for AAA Scale-Up Initiative

REQUEST FOR PROPOSAL (RFP)

Production of High-Quality 2D Animated Training Films for AAA Scale-Up Initiative

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 for the development of seven high-quality, Hindi-language 2D animated films for the AAA ScaleUp initiative. The films will be used for programmatic communication and training of frontline workers and other relevant stakeholders.

The selected agency will be responsible for translating the scripts provided by TAF into engaging, accurate, accessible, and training-oriented animated films, including visual development, animation, professional Hindi voiceover, sound design, music, editing, and final delivery.

2. Background and Context

The AAA platform is an initiative of TAF and it brings together ASHA workers, Auxiliary Nurse Midwives (ANMs), and Anganwadi Workers (AWWs) to support coordinated planning, review, data sharing, and prioritisation of highrisk women and children. As part of the scale-up, TAF is developing a set of animated training films to explain the AAA approach, roles and responsibilities, village mapping, meetings, and recording and reporting processes.

3. Objectives of the Assignment

Develop clear, engaging, and high-quality 2D animated films based on scripts provided by TAF.

Support training and comprehension through simple visual storytelling, relevant characters, icons, diagrams, and on-screen text.

Present processes and responsibilities accurately, consistently, and in a culturally and contextually appropriate manner.

Ensure strong synchronisation between narration, animation, graphics, music, sound effects, and transitions.

Create a consistent visual language across all seven films.

4. Scope of Work

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

Review the scripts and participate in an initial briefing/concept discussion with TAF.

Develop a visual treatment, storyboard, and/or style frames for approval before full production.

Design relevant 2D animated characters, environments, icons, diagrams, maps, process flows, and other visual elements.

Produce animation with smooth movement, clear transitions, and training-friendly pacing.

Arrange and record professional-quality Hindi voice-over, subject to approval by TAF.

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

Use on-screen text, labels, captions, and visual cues wherever required for clarity and retention.

Incorporate feedback and complete the agreed revision rounds.

Deliver final mastered videos and agreed editable/source assets.

5. Film List and Indicative Duration

The scripts for all seven films will be provided by TAF. The durations below are indicative upper limits and may be finalised based on the approved script, narration pace, and production requirements.

S. No.

Film / Topic

Expected Maximum Duration

1

AAA Introduction

Up to 2.5 minutes

2

ANM, ASHA, AWW – Roles & Responsibilities

Up to 7 minutes

3

Village Mapping (A)

Up to 5 minutes

4

Village Mapping (B)

Up to 8 minutes

5

AAA Meeting (A)

6

AAA Meeting (B)

Up to 2 minutes

7

AAA Recording & Reporting

Up to 1.5 minutes

6. Inputs to Be Provided by The Antara Foundation

Final/approved scripts for all seven films.

Relevant programme information, terminology, reference material, and clarifications, as required.

Branding guidelines, logos, and any available reference assets.

Feedback and approvals at defined review stages.

B-roll footage is not applicable. The films are expected to be fully animation-based.

7. Technical and Creative Specifications

Parameter

Requirement

Number of films

Language

Hindi

Format

2D moving animation

Purpose

Training and programmatic communication

Output format

MP4

Resolution

Full HD, 1920 × 1080

Aspect ratio

16: 9

Versions

One final version per film, unless otherwise agreed

Voice-over

Professional Hindi voice-over arranged by the agency

Visual approach

Clean, accessible, engaging, culturally appropriate, and training-friendly

8. Quality Expectations

High-quality 2D animation with consistent character design, backgrounds, typography, and visual treatment.

Accurate representation of AAA processes, roles, workflows, and terminology as per the approved scripts and programme inputs.

Clear narration and audio mixing suitable for training environments and varied audience comprehension levels.

Effective use of visual metaphors, process diagrams, maps, icons, and demonstrations wherever appropriate.

Readable on-screen text and appropriate pacing, avoiding excessive visual clutter.

Inclusive, respectful, and context-sensitive representation of frontline workers and communities.

Professional finishing, including clean edits, colour consistency, sound balancing, and export quality.

9. Reference and Style Alignment

Animation Quality Benchmark: The agency is expected to aim for a level of animation quality, visual polish, movement, transitions, sound design, and overall production treatment comparable to the reference video shared below. The link is provided as a creative and quality benchmark; the final treatment should be adapted to the AAA training context and approved by TAF.

A reference video may be shared separately to help the agency understand the expected animation flow, pacing, visual treatment, and overall quality benchmark. Agencies may propose improvements or an alternative creative treatment, provided that the final approach remains suitable for training and is approved by TAF.

Reference video: https://www.youtube.com/watch?v=2nvoMpRCG3Y

10. Review, Approval and Revisions

The agency should propose a clear review workflow, including concept/style-frame approval before full production.

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

Revision rounds will primarily cover animation, timing, voice-over coordination, and minor text/visual corrections.

Any substantial script changes or additional production requirements will be discussed and approved separately, if applicable.

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

11. Expected Deliverables

Seven final 2D animated training films in Hindi, delivered in MP4 format.

Final Full HD exports (1920 × 1080, 16:9).

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

Final artwork/animation assets and editable/source files, where agreed in the contract.

Project files and linked assets required for future updates, subject to the agreed scope.

All final files shared through Google Drive or an equivalent secure file-sharing platform.

12. Timeline and Production Plan

The agency must submit a proposed production schedule covering all stages, including script review, concept development, storyboarding, voice-over, animation, internal quality checks, review cycles, revisions, and final delivery.

The proposed timeline should identify milestones and dependencies for each film.

The agency should indicate the expected turnaround time for feedback incorporation.

The production schedule may be refined jointly after selection and commencement.

13. Proposal Submission Requirements

Interested agencies are requested to submit a technical and financial proposal containing the following latest by

25 th Sept. 2026 to the mail ID – procurement@antarafoundation.org

Agency profile and relevant experience in 2D animation, training videos, public health, development, education, or related sectors.

Portfolio and links to at least three comparable animation/video projects.

Proposed creative approach and understanding of the assignment.

Proposed production methodology and quality assurance process.

Team structure, key personnel, and roles.

Detailed work plan and estimated delivery timeline.

At least