Girl Effect is an international non-profit that builds media that girls want, trust, and need. Their India chapter Chhaa Jaa aims to bring weekly content for young girls with topics ranging from career, and bodily autonomy, connecting them with the right resources and providing a platform to express their feelings and opinions. 

Kahi Suni was the format we developed with the GI-India team where we had to address the inner monologues and dilemmas that girls and women go through while making decisions for their bodies, careers, and health.

The content had to be empowering, nurturing, and solution-based which would motivate young girls to get past their inner doubts and make the best decision for themselves.

Character Design

Noorie is a representation of every 18-24 year-old girl in the Hindi-speaking belt of India with internet access. She either owns her mobile device or uses a highly monitored shared one. She is naive but not oblivious to her surroundings. There is an innate curiosity to find her bodily autonomy and make the best decision for herself. 

Art style

We kept the art style very minimal. The backgrounds were simple line art and only our protagonist was in colour. This made her stand out against her monochrome backdrop. 

Episode development

We developed 5 episodes with scripts ranging from telemedicine, talking to a doctor, oral contraceptives, whether doctor visits are necessary, and how to find the right doctor. We also made sure that the animation was sweet and simple and did not take away from the script and its content. 

We took from Girl Effect India’s established characters and built a universe for Noorie, our protagonist where inanimate objects like telephones, pillows, and even her internal organs like her uterus come to life and have a heart-to-heart conversation with her.  

Visualization

The concept had the immense scope of visualization by giving life to inanimate objects – something which is ONLY possible with Animation –  be it an acrobatic contraceptive pill, a friendly phone, a counseling pillow, or even a UTERUS who has the powers of Spider (wo)man!  

Writing &  Voice acting as a part of Character Development

Writing and Voice acting are a key part of character development, as Noorie was the star of the show and had to be relatable, entertaining, and engaging at the same time. 

She should be someone whose voice girls will be able to trust as worthy to voice their innermost doubts and concerns. This had to be reflected in the writing as well as the voice artist. It helped that we had a majority of women working on this project as well. 

Turns out, we have pretty talented people in-house and all characters were voiced internally.

In 4 months, we developed 5 episodes for their YouTube channel and reels for Instagram.