Culture Machine’s Blush creates new video to dispel taboo around IVF treatment
MUMBAI: Culture Machine’s digital channel ‘Blush’ and Chhoti Production Company in association with Indira IVF has created a new video ‘Methi Ke Laddoo,’ dispelling the taboo around IVF treatment.
The video is part of Blush’s on-going Mothers & Daughters series. The video features acclaimed actress Zarina Wahab along with television star Aakanksha Singh and Anjali Barot. The video talks about the struggle millions of women face while conceiving naturally, and are considered to have ‘failed’ as women. Unfortunately, there is a social stigma attached to alternative methods of conception.
In a statement, Blush commented, “The purpose is to raise awareness among women, across all strata, on alternative choices that modern-day technology has made available, IVF being one of them. The idea is to encourage women to explore non-traditional choices with ease, and bravely discover them sans prejudice and inhibitions”.
Indira IVF Director Marketing Nitiz Murdia said, “Sadly, an infertile woman is looked down upon by society. Oblivious of scientific methods, these women experience immense stress, eventually leading to an emotional breakdown and physical suffering. Through our association with Blush, we aim to dispel myths surrounding IVF treatment and continue our journey of helping women achieve motherhood by reducing time-to-pregnancy through counselling and accurate treatment”.