RFP - Public Relations Agency

BACKGROUND

Sesame Workshop India is working on a national initiative that promotes nutrition, health,

and joyful movement (including yoga) for young children and their caregivers. The India

specific digital content launch is scheduled for 20th of January marks the start of a

sustained campaign and an on-ground launch on March at Lucknow, Uttar Pradesh.

We are seeking a PR agency to lead end-to-end communication support for the launch and

ongoing program milestones.ENGAGEMENT STRUCTURE

Agencies must include:

1. Agency overview + sector experience

2. Demonstrated experience in securing national and regional (UP) coverage

3. Case studies showing health and nutrition, CSR, ECD, or development-sector PR

4. Team structure with senior oversight

5. Strategy for:

o Launch PR

o National coverage

o UP-focused regional media activation

o Influencer integration

6. Detailed 3-month launch plan

7. Fee structure (3-month + 9-month phases separately)

8. Influencer outreach/sourcing costs

9. KPIs and reporting framework

LAST DATE FOR APPLICATION: 24th November 2025 (11:59 A.M)

The PR agency will be onboarded in the following phases:

Phase 1: Launch Period (January to March - 3 Months)

• Intensive support during launch

• Setup of PR systems

• Evaluation of performance, proactiveness, and alignment

Phase 2: Extended Engagement (April to December - Additional 9 Months)

• Continuation based on successful evaluation

• Year-long PR support across all activities (digital + on-ground)

• Calendar-based media amplification

Phase 3: Renewal Opportunity (Optional 12-Month Extension)

• Based on performance

• Fresh KPIs will be definedSCOPE OF WORK

The PR agency will support both the launch phase and year-long program with clear

deliverables focused on national and regional amplification.

Launch Phase (Jan–Mar)

The agency will be responsible for:

• Securing National Media Coverage

o Print and digital placements in Tier 1 publications (health, parenting, CSR,

education, lifestyle).

• Securing Regional Coverage (Uttar Pradesh Priority)

Print + digital editorial coverage in UP-based publications and Hindi media

(Dainik Jagran, Amar Ujala, Hindustan, etc.

• PR strategy for launch

• Drafting of media advisory, press release, spokesperson quotes

• Media pitching and follow-ups

• Spokesperson coordination (SWI + Partner)

• Managing interviews and briefing notes

• Influencer Mapping & Coordination

o Identification of relevant parenting, health, and yoga influencers

o Coordination with the internal digital team for content plans

o Outreach support

• Daily monitoring and reportingYear-Long Support (Apr–Dec)

• Consistent National PR Outreach aligned with program milestones

• Sustained Regional PR in UP to strengthen local narratives, especially around

nutrition, yoga, and community impact

• Monthly press releases, stories, and media pitches

• Local storytelling: field impact stories linking back to UP communities

• Thought leadership articles for SWI + Partner

• Regional language press kits (Hindi)

• Influencer tie-ins for thematic days (Nutrition Month, Yoga Day, Children’s Day, etc.)

• Media tracking reports and quarterly insight presentations

• On-ground media support during events and activations

• Monthly PR reporting + quarterly narrative analysisDELIVERABLES

The agency will be expected to deliver:

• PR strategy for launch (4 to 6 unique pieces) + year-long engagement (15 to 18

unique pieces)

• Press releases, media advisories, Q&A sheets

• National coverage in Tier-1 outlets (print + digital)

• Regional coverage in Uttar Pradesh (print + digital)

• Media lists (National + UP)

• Spokesperson preparation kits

• Influencer plan: recommendations, outreach, coordination support

• Monthly PR activity calendar

• Coverage reports with qualitative and quantitative insights

• Quarterly analysis deckPROPOSAL REQUIREMENTS