RFP - Chha Jaa Brand Refresh: Strategic and Creative Partner for Girl Effect (Individual Consultant)

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About the Organization

Girl Effect is an international non-profit that connects girls to the resources and support she needs 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.

About the Proposal

Our learnings across these four years have strongly pointed to the fact that change cannot happen by enabling just her. For our girl to realize her true potential, we need to enable and educate the immediate influencers around and in her life which we have identified to primarily be her peers, parents and partner.

For the purpose of this project, we want to refresh the digital Chhaa Brand centered around girls and boys aged 18-24 years old who come from low-mid income households.

The Chhaa Jaa brand will evolve from being a girl-centric brand to a youth brand that keeps the girl at the center. This means the brand will now speak to both boys and girls about the needs of the girl.

Moreover, increased digital access has also increased aspirations for our target audience as they are now exposed to more content than ever before. Which means, their role models and their needs have possibly changed. They possibly aspire for much more than they did before.

The brand seeks to be aspirational yet relatable and authentic, rooted in her current realities but raring to go. It seeks to help her break through gender and social norms that have so far held her back and help her navigate the new world of opportunity safely.

Keeping in mind the renewed aspirations for Chhaa Jaa, we want to commence an exercise where we refresh the brand’s ethos + look and feel to reflect our audience’s current needs, cultural influences and aspirations.

What we need to Refresh

• The Brand Positioning
• The Brand Purpose
• The Brand Story
• The Chhaa Jaa Girls & Boys [Personas]
• The Role of The Brand in their Life
• The Tone of Voice
• The Influencers Who Can Represent The Brand
• The Brand Dos and Donts/Guardrails

The One Line Brief

How might we refresh a culturally resonant brand for adolescent girls ages 18 to 24 years that can also stretch to welcome partners to her world - as needed?

Brand Target Audience

Primary: Adolescent Girls and Young Women (AGYW) aged 18 to 24 years old

Secondary: Adolescent Boys and Young Men(ABYM) aged 18 to 24 years old

Primary Themes

Sexual & Reproductive Health | Technology-Facilitated Gender Based Violence |Mental Wellbeing

Scope of Work

Brand Strategy

• Audience Immersion: Conduct primary research with our target audience to understand their barriers, needs, influences and motivations.
• Secondary Research: Conduct a competition landscape and perception mapping of organizations and brands doing similar work in India with our target audience.
• Brand Positioning: Distill insights from our learnings, identify and define Chhaa Jaa’s unique positioning in the world of our target audience using brand matrix frameworks. Craft a clear brand positioning statement to articulate the unique value proposition for adolescent girls and her circle of influence.
• Brand Values: Articulating the core values that shape the brand for our audience. This becomes our ethos, our non-negotiables.

Brand Personality

• Traits - Who are the CJ girls and boys? What are they like? What is their attitude? What do they aspire to be? The brand needs new energy and should reflect different personalities
• Personas: Developing personas for both the primary and secondary target audiences of the brand
• Role Models: Defining who the role models for the Chhaa Jaa girls and boys are and what they embody. Suggest new influencers/ role models they aspire to be like.
• Tone of Voice: What kind of language do they speak? So far the brand has been very North Indian - we would like to go away from this to reflect what is truly Indian and therefore multicultural and representative of the entire country. Refresh the brand tone of voice using key traits that reflect the brand positioning, values and attributes for adolescent girls and her circle of influence.

Deliverables

• A brand book that encapsulates the brand refresh comprising The Brand Positioning, The Brand Purpose, The Brand Story, The Chhaa Jaa Girls & Boys [Personas], The Role of The Brand in their Life, The Tone of Voice, The Influencers Who Can Represent The Brand, The Brand Dos and Donts/Guardrails

Eligibility

An individual with:

• Rich experience in global and local brand-building.
• The ability to think strategically and creatively to understand how to best position the new brand, draw from others’ learnings, use the test results to refine our understanding and finally, creatively execute the new brand identity.
• Experience in crafting strong brand strategies that resonate with youth demographics.
• Experience developing large-scale, successful youth brands. A deep understanding of youth culture, trends, and behavior.
• Strong understanding of the local context and/or team members who understand the local context
• Experience in developing social impact brands is desirable

The individual will need to:

• Build an execution plan keeping our timelines in mind
• Facilitate regular sessions with the GE team - for concepts, brainstorming, ideas and feedback
• Execute the deliverables mentioned above

How to Apply

To apply for this opportunity, please submit a proposal by email with the subject line “India Brand Revamp 2025” to suppliers@girleffect.org by 25th November 2024 latest.

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