RFP for YouTube Implementation

RFP for YouTube Implementation

About Bharti Airtel Foundation

The Bharti Airtel Foundation was established in 2000 as the philanthropic arm of Bharti Enterprises. Its mission is to empower underprivileged children and youth in India to realise their full potential. The Foundation focuses on providing holistic, quality education in rural areas, with a special emphasis on girls. It also collaborates with premier institutions to support higher education programs.

Since 2006, the Foundation’s flagship initiative — the Satya Bharti School Program — has been offering free, quality education to thousands of underprivileged children across 155 schools in rural India, spanning five states. Currently, over 36,000 students are enrolled in Satya Bharti Schools, with 51% of them being girls.

Beyond academics, Satya Bharti Schools emphasise holistic education through innovative activities within the school and community. These include experiential learning, project-based and activity- based approaches, art-integrated learning, story-based pedagogy, and the use of educational technology resources. Additionally, community campaigns and service initiatives help build vocational skills among students, preparing them for future employability.

The impact of quality education has been further extended through the Quality Support Program (QSP), which has transferred the learnings and best practices of the school program to over 394,000 students studying in 1,100 partnering government schools across 12 States/UTs since 2013. Most of the processes under QSP have been found to be pragmatic. The Bharti Airtel Foundation has been invited by several district and state-level education officers to scale up some of these initiatives through QSP State Partnerships.

The Foundation has recently launched a new initiative - TheTeacherApp - one of the most innovative technology solutions for teachers and educators in the country.

In response to the Government’s Swachh Bharat Abhiyan, the Foundation initiated the Satya Bharti Abhiyan in 2014, which concluded in 2021. This initiative benefited over 200,000 individuals by improving sanitation conditions in districts of Punjab.

Since inception, the Foundation has positively impacted nearly 3.7 million children through its education programs.

Learn more: https://bhartifoundation.org

Video Post Creation –

1. The Supplier shall develop a monthly content calendar in consultation with TheTeacherApp Team engaging and strategic content to drive user engagement.
2. The Supplier shall conduct bi-weekly reviews to assess and refine the content strategy.
3. The Supplier shall ensure all posts are aligned with strategic objectives and are engaging for the target audience.

End-to-End YouTube Implementation for TheTeacherApp Channel

Goal:     Reach 2 lakh YouTube subscribers including 100000 organic growth by March 2026.

a)      Weekly Content Planning & Execution

• The Supplier shall create and implement a monthly content task plan, on 25th of every month starting August 2025, to ensure consistent and high-quality publishing.
• Each plan must include:

1. Content themes aligned with current trends and educator interests
2. Scripting and production timelines
3. A mix of content formats (e.g., Shorts, Explainers, Webinars, Testimonials & Tips)

b)     Subscriber Growth Strategy

• In consultation with TheTeacherApp team, the Supplier shall develop and execute strategies to accelerate channel growth and reach the target of 2 lakh subscribers.
• These strategies shall include:

1. At least one collaborations per quarter with education influencers, subject matter experts, or teachers.
2. Creation of monthly thematic playlists to promote longer viewer sessions.
3. Cross-promotion of videos across at least three external platforms such as Instagram, WhatsApp, and Facebook.
4. Consistent inclusion of clear calls-to-action in all videos and video descriptions (like, comment, share, subscribe).

c)      Audience Engagement and Retention

• Specific actions shall include:

1. Posting 3–4 new content every quarter
2. Weekly use of the Community tab to share updates, teasers, and questions

d)     Strategic Alignment

• The Supplier shall ensure all YouTube content is aligned with the brand voice and values of TheTeacherApp.
• Content must support:

1. Teachers’ professional and personal growth
2. Implementation of classroom practices aligned with NEP 2020
3. Themes that are relevant and timely for the educator community

e)      App Registration Conversion (5% Target)

• The Supplier shall implement strategies to convert at least 5% of the YouTube subscriber base into registered users of TheTeacherApp.
• These strategies shall include:

1. App download links in every video description and pinned comment
2. Verbal and visual CTAs encouraging app registration in 100% of videos
3. Highlighting features and benefits of the app in at least one video per month
4. Conducting one incentive-driven campaign per quarter (e.g., giveaways, certificates) to boost sign-ups

f)       Monitoring, Reporting, and Continuous Improvement

• The Supplier shall submit bi-weekly performance reports that include:

1. Key YouTube analytics: views, watch time, subscribers gained, engagement
2. Click-through and conversion data linked to app registration

Timeline

Each report must include:

1. Key learnings and insights
2. At least two actionable recommendations per month for ongoing improvement

1.	RFQ Posting Time	25th Sept 2025
2.	Proposal submission deadline	29th Sept 2025, 5 PM
3.	Evaluation period	7-10 Days’
4.	Announcement of selected Agency	8th Oct 2025
Note:

We may close the bid without any notice, if we receive suitable agency before closing date. All the proposal shall have subject “RFP for YouTube Implementation”

We invite you to submit your proposal by email to Arun1.kumar@bhartiairtelfoundation.org and Komal.rajput@bhartiairtelfoundation.org

For any queries or additional details, you may reach out to the undersigned. Arun Kumar

Bharti Airtel Foundation Mobile No - +91 7303874135

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