Terms of Reference Producer/Production House - VOX POP Series

Top Line Objectives:

Girl Effect India is seeking an expert producer/production house specialising in vox pops – “from the streets” style content – to execute a relatable and engaging series of interviews with young girls and boys across Delhi and one other city.  The interviews would cover nuggets from digital lives, with a sharp focus on Technology Facilitated Gender Based Violence [TFGBV] or “Tech Hinsa”. The series will consist of 10 episodes with a duration of approximately 90-120 seconds each. 

This vox pop series will be a part of our larger campaign around TFGBV. The vox pop style will allow us to capture the gamut of experiences boys and girls undergo in digital spaces while seeding new vocabularies of respect, accountability, and empowerment. 

It will spark conversations within young audiences, while also presenting girls with stories that make them feel less alone in their experiences of the internet. The series will also feature boys as allies, sparking reflection and accountability. Through candid exchanges with young people, it aims to normalise talking about these isolating experiences and make the overall campaign a space built for and by young people. 

Who We Are

Girl Effect (GE) is an international non-profit that connects girls to the resources and support they need to overcome barriers, see themselves differently and unleash their full potential. We believe that the most powerful force to break the cycle of intergenerational poverty is GIRLS. When you connect GIRLS to what they need, unleash the limits communities set for them, and change how girls see themselves- they change the world. That’s the Girl Effect.

Our approach redefines what girls think they can and should do. We do this by building digital and media technologies that girls want, trust and need. From chatbots and applications to chat shows and TV dramas, our approach uses modern technologies to reach girls where they are today.  

Our reach is 23 million and counting. 

We are girl centered. We engage girls through evidence based social and behavior change.  We meet girls where they are today, in the spaces, on the platforms and channels they trust and love. We work with governments to transform systems to work for HER. 

We reach girls across the world, where they are -online and offline, to support them at the critical moments in life when choices around their health, education and economic future need to be made. 

We use our expertise in behavior change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them. 

Chhaa Jaa in India, Tujibebe in Tanzania, and  Yegna in Ethiopia are some of our youth brands. They exist across multiple channels - digital ( Meta, Google and other SM platforms), TV, radio, print and offline. Where required and relevant, we also use white label brands for specific campaigns. 

Girl Effect in India

In 2019, Girl Effect launched Chhaa Jaa, a digital-first youth programme that helps girls in India build the confidence to make choices and changes in their lives - from accessing information about her body and services around her, to negotiating about education choices or whether to use contraception. Chhaa Jaa was designed keeping in mind adolescent girls between 17-19 years, currently in higher education, and accessible online via mobile, whether girls own or borrow a mobile phone. 

Over the last four years, we have invested in setting up key online assets and infrastructure that can be leveraged to deliver programmes under a range of thematics for older adolescent girls. We have built a multi-product digital ecosystem of products - across ‘broadcast’ and ‘interactive’ features - that are social media-based and available to girls whenever they need it. 

This includes:

• Inspiring and enabling social and behavior change content on Facebook, Instagram, and YouTube through Chaa Jaa
• A chatbot on Facebook Messenger and WhatsApp that allows girls to explore taboo topics in a safe 1:1 space and nudges them to connect her with health services called Bol Behen
• And a website aggregating youth-friendly services and is updated regularly with blog content.
• A girls-only Facebook group to experience social support and a sense of community, called BAK BAK Gang 

About The Programme

CTRL + SHIFT + RESPECT, Girl Effect’s programme on Technology-Facilitated Gender-Based Violence, is designed to ensure that girls and young women not only exist but thrive in digital spaces. The programme blends digital engagement with grounded community intervention to spark lasting, gender-transformative change. We work alongside adolescents, parents, community leaders and service providers to challenge the norms, attitudes and systems that enable technology‑enabled abuse to persist.

At its heart, the programme is driven by a clear goal: to empower girls and young women to learn, lead and thrive in a digital world free from harassment and online abuse. To move towards this vision, we champion digital literacy and awareness of rights so that girls and young women can navigate online spaces with confidence. We spark conversations and action among boys, parents, educators and communities to shift perceptions and actively prevent harm. And we connect those affected by online violence with the support they need—linking them to organisations, government bodies, law enforcement and legal networks already working to protect and uphold their rights.

Background

In a 2025 survey across 10 major Indian cities, over half the respondents - 51%  said that online gender-based violence feels even more serious than physical violence. They said the damage wasn’t just digital. It was affecting their mental health,  career,  and reputation. And it didn’t end with the screen. 65% reported anxiety, depression, and fear of even using the internet again. That’s why this conversation matters. Because tech-based violence is real. And it’s happening now - to someone we know, or maybe even to you. And there is an urgent need to stop it. Because not all violence leaves bruises. Some of it shows up in notifications. 

Programme Objectives

Objective 1

Enable Safe Digital Access for Girls: Equip adolescent girls and young women with digital literacy skills and knowledge of their rights.

Objective 2

Increase Awareness of TFGBV: Build awareness and knowledge among girls, boys, parents, educators and community members on TFGBV and ensure their active participation in mitigating risks.

Objective 3

Facilitate linkages to support services:  Facilitate and enable service access through collaborations and partnerships with community-based organisations, government, police, legal and support services that have already established support systems and resources for survivors of online harassment and abuse.

About This Assignment

Within this backdrop, as part of the larger content strategy, Girl Effect is looking to produce a vox pop series that, under its Ctrl + Shift + Respect initiative, uses relatable, anecdote-style narrative building to spotlight the realities of TFGBV while sparking a conversation of accountability and change among young audiences. 

We are looking for an expert producer/production house specialising in vox pops – “from the streets” style content – to execute a relatable and engaging series of ten episodes where young girls and boys across Delhi and one other city are interviewed about their digital lives, with a sharp focus on Technology Facilitated Gender Based Violence or “Tech Hinsa”. 

This vox pop series will be a part of our larger campaign around TFGBV. Our core thought is:  “when girls take back CTRL and boys understand that real “rizz” is RESPECT, digital spaces become safer and freer for everyone.” 

The series will be divided into 2 parts with a total of 10 episodes. The two parts will allow us to capture the gamut of experiences boys and girls undergo in digital spaces while seeding new vocabularies of respect, accountability, and empowerment. The series will be released in a phased manner in the months of February and March.

Duration of each episode: 90-120 seconds

Number of episodes: 10 episodes [9:16]

Release Timeline: Starting on February 1st week, in a phased manner 

Language: Conversational Hinglish

Scope of Work

We are looking for a seasoned producer/production house to do end-to-end production for this series. The scope will include, but not be limited to:

• Working with Girl Effect’s internal team to understand the project brief 
• Onboard or collaborate with an experienced writer, DoP, editor and interviewer who will work on the project in consultation with GE
• Coordinating with the team to lock all scripts and questions across 10 episodes
• Collaborating and coordinating with the team to lock the production schedule
• Collaborating and coordinating with the team to lock all edits
• All creative materials, including concepts, scripts, casting choices, and final edits, will be subject to approval by Girl Effect’s internal team. The producer/production house must remain flexible to incorporate feedback and revisions as needed
• Lead casting for the interviewer and locking it with the team
• Editing and producing 10 episodes across at least 2 cities [Delhi and one more city]
• Ideating and creating promotional content such as shorter cuts of all episodes,  series teasers and BTS content for the series to be released on Meta and YouTube for promotional purposes
• Working with the Girl Effect team to get approval at every stage of the production process

What You’ll Do

Development Phase:

• Ideation and creative development of the overall concept and treatment style
• Ideation and creative development for teasers/BTS
• Finalize the concept and scripts/questions, and get sign-off
• Review and feedback on scripts/questions 
• Setting up plans and processes for pre-production and production
• Compile progress reporting and be present at all production meetings
• Ensure that a senior and experienced team lead the production and can support where necessary. 

Pre-production Phase: 

• Scripting for primary content as well as teasers and bts content 
• Casting - Conduct casting calls for the interviewer, if needed,  select the best talent in alignment with campaign objectives and recommend the best suited talent
• Build production schedules and refine them as needed 
• Ensuring due diligence of the team &  talent is done 
• Ensuring contract execution with all talent as per GE guidelines and proposed usage rights. Ensure that the required documentation, such as release forms, by the cast is in place
• Overseeing any additional preparation before scripts/questions are finalized and pre-production starts - CTA’s, Social Media Content, BTS, etc
• Production Management: Oversee all aspects of production, including scheduling, budgeting, location scouting, and securing necessary permits and licenses, where applicable

Production Phase

• Ensure timely and smooth execution of the shoot using the best technical equipment and crew.
• Ensure best practices and work environment throughout
• Run a safe and compliant set and ensure that all stakeholders remain well-informed on the production process
• The producer/production house will ensure that all music, sound effects, stock visuals, and any other third-party materials are fully licensed for use, and rights are transferred to Girl Effect. Any costs associated with licensing should be included in the financial proposal. 
• The producer /production house must ensure that informed consent is obtained from all participants, and that all filming adheres to Girl Effect’s safeguarding, privacy, and consent policies.

Post Production Phase  

• Timely editing and delivery of episodes using experienced technicians and high-quality tools and  resources
• Handle post-production tasks such as music, sound design, and visual elements (as per campaign guidelines) to enhance the overall experience of the audience. 
• Lock each episode ahead of the release date  and share with the Girl Effect team on a centralized drive.
• Packaging of the assets as per Girl Effect's proposed visual guidelines 
• Ensuring smooth setup of production processes, including weekly production meetings and templates
• Troubleshooting and problem-solving for continued delivery

The team will be responsible for sharing weekly reports and status updates with the Girl Effect team. 

Expected Deliverables: 

Pre production: 

Content strategy and execution plan, inclusive of: 

• Brief note outlining concepts, ideas and arcs for each episode
• Questions/scripts for each episode 
• Interviewer options
• Location, set up options

Post production:

• 10 episodes (duration around 90-120 seconds each) ready for dissemination 
• Minimum of 2 teasers (duration 30-45 seconds each) 
• Minimum of 2 cuts - BTS interviews, teaser, promo - (duration 30-45 seconds each) to be used as promotional content 
• Project files 
• Music licenses, where applicable
• Open files [audio, visuals, animation, graphics, SFX, etc.]
• Unedited & unprocessed recordings 

[All deliverables to be provided in an online as well as on a  physical drive]

Who You Are

We are looking for production houses that have fulfilled either all or at least two of the following criteria:

• Have extensive knowledge of creating PAN India content at scale with a regional flavor
• Developed vox pop content for the development sector, but with a youth-friendly content focussed approach
• Worked with brands targeting younger audiences 
• A portfolio of award-winning fictional storytelling work on Facebook, Instagram, YouTube, and WhatsApp will be a plus.

Skills and expertise:

• You are based in India, preferably in Delhi or Mumbai,  and primarily work with a target audience based in different regions with specialization in Hindi speaking belt and southern states.
• Fluency in Hindi, Hinglish, and English, both written and spoken, is required for this partnership along with abilities in using languages to communicate in a relatable manner.
• Experience in creating health-related /behavior change content production in the field of gender based tech violence, mental health, health and immunization, sexual and reproductive health and rights and economic empowerment would be a massive bonus.
• Project Management: Ability to effectively manage projects, coordinate teams with diverse skill sets, develop project strategies, and ensure successful execution from start to finish.
• Local Market Knowledge: Strong understanding of local trends, media landscape, and cultural nuances to tailor creative solutions that resonate with the target audience in the Indian market. 
• Time and Budget Management: Proficiency in delivering projects on schedule and within budgetary constraints, ensuring efficient allocation of resources and adherence to financial targets.
• Creative Ideation: Skill to generate innovative and unique ideas aligned with our objectives and target audience (young girls and boys), fostering creativity and pushing boundaries to deliver outstanding creative work.
• Strategic Thinking: Ability to analyse client goals, target audience preferences, and market trends to develop a strategic approach that drives results and provides effective creative solutions.
• Multi-platform Expertise: Proficiency in creating content for diverse platforms such as digital, social media, and emerging media channels (chatbots), leveraging each platform's unique features to engage the target audiences.
• Branding and Storytelling: Capability to craft compelling brand narratives and storytelling techniques that effectively communicate the Girl Effect message, create emotional connections, and build brand loyalty.
• Visual and Design Skills: Strong aesthetic sense and knowledge of visual communication principles encompassing photography, videography, and visual effects, enabling the creation of visually appealing and impactful creative assets.
• Technical Proficiency: Familiarity with the latest creative production tools and technologies, including design software, video editing tools, and content management systems, to ensure efficient and high-quality output.
• Collaboration and Teamwork: Demonstrated ability to collaborate effectively with clients, creative teams, copywriters, designers, and stakeholders to bring ideas to life, fostering a collaborative and productive work environment.
• Basic safeguarding and digital safeguarding knowledge are a plus.

Most importantly, we need you to ensure that you have a lens that is youth-friendly & fun, body and sex-positive, gender inclusive, trauma-informed and adopts a rights-based approach towards girls and young women. 

Expected Commitment

• The project is expected to have a duration of 4 months, starting in December 2025

Location

The consultant/production house must be based in India and have extensive experience in the country. 

Management

The consultant will have a primary point of contact within our India Create team. The language of the materials and reports shall be English. The contract supervisor shall approve all deliverables submitted before any payment is made.

Procurement Timelines

• Terms of reference published: 24th October 2025
• Questions/Clarification Deadline:  27th October 2025
• Deadline for proposal submission: 5th  November 2025
• Project commencement: End of November 2025

Proposal submissions

Your proposal, should you be interested (Max 10 pages), should cover the following in the form of a deck.

• Your approach - Your understanding of the requirement, outlining your approach and vision, using this brief.
• Portfolio - Please showcase previous work that you consider to be relevant. This can be related to our brand or similar brands, similar TG, with the government, etc. 
• Team capabilities - Describe the proposed team size, their qualifications, experience, and capabilities in providing the requested services.
• Reference - Provide contact information of at least three references for similar contracts serviced in the past, with a description of the service provided and the contract periods of performance.
• Information on additional Services – Please provide any information on additional services that you believe would be pertinent and align with GE’s mission, vision, and values.

Financial Proposal

• A breakdown of the financial proposal in INR, indicating the project fee broken into clear production line items under pre-production and post-production categories (such as scripting, casting, recording, editing, music, packaging, animation, staff costs, etc.) and all applicable reimbursable expenses.
• Please share separate costs for Hinglish production & English production.
• All applicable taxes should be quoted separately.

Evaluation Criteria

The criteria against which proposals will be evaluated are listed below:

Technical Evaluation (75%)

• Your approach based on the shared brief  [40 %]
• Interpretation and understanding of this TOR -  [10%]
• Company profile and organizational capacity [10%]
• Experience in carrying out similar assignments in the past [10%]
• Evidence of a minimum of three contactable references -  [5%]

Financial Evaluation (25%)

• Value for money/proposed budget breakdown - 25%

Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation, and then only for those proposals deemed qualified and responsive.

In their Technical proposal, the bidder must demonstrate an understanding of the requirements described in the TOR and demonstrate how the bidder will meet the requirements of the evaluation criteria.

Please note that Girl Effect is not liable for any costs incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of Girl Effect.

VALIDITY of the proposal shall be for 90 days from the date of bid closure.

Questions/Clarifications

If you have any questions about this TOR, please email suppliers@girleffect.org by 27th October 2025. All questions will be answered and shared through an FAQ.

How To Apply

To apply for this opportunity, please submit a proposal by email with the subject line Vox Pop Series production: India to suppliers@girleffect.org by 5th November 2025.

Copyright

All materials/documents arising from this consultancy work shall remain the property of Girl Effect.

Safeguarding

You may be required to undertake safeguarding checks. Shortlisted consultants will be assessed on our organizational values at the interview stage. The successful consultant will be expected to adhere to our safeguarding policy. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found Here. We have zero tolerance for all forms of violence against children, beneficiaries and staff.

Tax

Girl Effect is obliged by the Indian tax authorities to ensure all taxes are charged where applicable. Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions of Indian tax legislation when developing their proposals.

Disclaimer

GE reserves the right to determine the structure of the process, the number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GE shall inform ONLY the successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.

Please note: We will evaluate only proposals submitted following the application process outlined in the TOR and using our specified email address (suppliers@girleffect.org).

Equal Opportunities

Girl Effect is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.

We are committed to building an organization that is increasingly representative of, and works extensively with, the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.