Beat Bad Cholesterol
IVF Awareness Drive
BSVwithU START — India's largest IVF awareness campaign
How The Brandwagon architected India's most visible IVF awareness campaign — partnering BSV with Femina to reach 22 million+ impressions, engage 150+ doctors, and make fertility a national conversation.
Client
BSV — Bharat Serums & Vaccines
Media Partner
Femina (Times of India Group)
Campaign
BSVwithU START — IVF Awareness
Duration
Multi-phase, 2021–2023
A 27.5 million couple
problem with no voice
In India, over 27.5 million couples struggle with infertility — a number projected to rise by 10% annually. Yet infertility remained a deeply stigmatised, whispered topic. BSV, a leading IVF pharmaceutical player, needed to establish equity in this space, connect with both specialists and patients, and build a brand rooted in Hope, Happiness and Fulfilment.
The challenge was threefold: reach the patient audience wrestling with stigma and misinformation; credentialise BSV among IVF specialists across India; and do all this through media that would lend the campaign authority and reach. The insight was simple — trust is built through credibility, not advertising.
The strategic answer was a first-of-its-kind pharma-media microsite partnership with Femina, India's most trusted women's publication — hosting the entire campaign on Femina's platform to give IVF experts, patient stories and awareness content the credibility of an editorial endorsement.
27.5M
Couples in India dealing with infertility — numbers expected to rise 10% annually. Most have nowhere credible to turn for guidance.
8+
Medical specialties — Gynaecology, IVF, Diagnostics, PCOS/PCOD and Women's Supplements — needed integrated coverage in a single campaign narrative.
0
Pharma brands had meaningfully occupied the IVF conversation at scale in India. An open field waiting to be claimed.
Powered by
Connected Health Pro
The entire campaign ran on Connected Health Pro — The Brandwagon's proprietary unified digital platform. Not just a registration tool — a full-stack campaign intelligence hub that coordinated every stakeholder simultaneously.
22M+
Total Impressions
on Femina Microsite
150+
IVF & Gynaecology
Doctors Engaged
30M+
Total Reach to
Target Audience
3.91M
Instagram Reach
(IG Takeover 1)
4.5M
Instagram Impressions
(IG Takeover 1)
5Lac+
Total Doctor Video
Views — Femina IG
115
Digital PR
Publication Pickups
105
PCOS Newswire Pubs
Within 24 Hours
5.16Cr
Total Potential Audience
via Digital PR
22+
Cities — Print Media
Coverage
4
Regional Languages
in Print
#1
Most Viewed Health
Section on Femina
Three audiences.
One integrated architecture.
The Brandwagon designed a three-tier ecosystem that simultaneously built credibility with IVF specialists, educated and empowered patients, and cemented BSV's equity as the most visible pharmaceutical brand in the IVF space.
Expert Credentialisation
IVF specialists featured across media as credible voices — panel discussions, expert articles, social media profiles and radio bytes — positioning BSV as the brand of the IVF expert community.
Patient Emotional Connect
Patient testimonial videos, success stories and myth-busting content created an emotional bond of Hope, Happiness and Fulfilment — addressing the stigma and isolation of the fertility journey.
Mass Awareness Architecture
A multimedia, multi-city, multi-platform rollout — Femina microsite, Instagram, Facebook Live, Radio Mirchi, Hindustan Times, Tweak India, PR Newswire — ensuring visibility at every consumer touchpoint.
Full-stack execution.
Zero outsourcing.
Nine channels.
One seamless campaign.
From a flagship microsite on Femina to radio bytes in Calicut — the campaign ran across every platform where India's women seek health information, career credibility and community.
Femina Microsite — Start Your Joy
The centrepiece: a dedicated BSVwithU START microsite hosted on Femina.in — India's most trusted women's publication. It housed all campaign content — panel discussion videos, listicles, doctor profiles, Q&A, myth busters and patient stories. It became the most-viewed health section on the Femina platform, generating 22 million+ impressions.
Expert Panel Discussions + Listicles
Virtual panel discussions featuring leading IVF specialists — covering infertility causes, PCOS impact, IVF treatment options and unexplained infertility. Each was recorded and published as a Femina Health Series listicle (article + embedded video). Two full panel series with 5 doctors per panel, generating over 4 lac video views.
Instagram Takeovers — Femina IG (1.2M Followers)
Two high-impact takeovers of Femina's official Instagram handle. The first takeover delivered 3.91 million reach and 4.5 million impressions. The second generated 1 lac+ video views. Doctor profile posts and awareness carousels ran between sessions to sustain visibility.
Hindustan Times Facebook Live + Article
World IVF Day saw a live panel discussion on the Hindustan Times Facebook platform — 3 leading IVF specialists, 1,700 live viewers. The discussion was turned into an editorial article on the HT website. World IVF Day activities generated 13 lac campaign reach, 8.7 lac impressions and 2.3 lac+ video views in total.
UNIMO — Women & Mom Influencer Platform
Strategic affiliation with UNIMO, a Facebook influencer platform for Women and Moms with 5.5 lac subscribers, hosting IVF expert panel discussions targeting the core fertility-age demographic. Three IVF experts were featured, amplifying the campaign into trusted peer communities of women.
Radio Mirchi — World IVF Day Broadcasts
On World IVF Day (25th July), IVF expert Radio Bytes broadcast on Radio Mirchi across multiple cities — 92.7 FM Calicut and 104 FM Cochin — at three different time slots (morning, afternoon, evening). Simultaneously released in podcast format for digital audiences.
Tweak India — First-Time Editorial Partnership
A landmark first engagement with Tweak India — an IVF myth-busting article co-created with 3 leading IVF specialists, accompanied by an Instagram carousel post profiling all three doctors on Tweak India's official handle.
Print Media — 22+ Cities, 4 Languages
A coordinated print blitz with IVF specialists across 22+ Indian cities — Times of India, Amar Ujjala, Lokmat, Vijay Karnataka, Sakshi and regional publications. Articles in English, Hindi, Telugu, Kannada and Marathi. Total print circulation reach exceeded 1.1 million for individual city campaigns.
Digital PR Newswire — Mass Amplification
Multiple PR Newswire releases on IVF and PCOS awareness. The PCOS release crossed 105 digital publications within 24 hours, featuring in India Today, Business Standard, The Print, The Week and ZEE5. The IVF financial awareness release generated 115 total pickups, 636 release views, and a total potential audience of 5.16 crore.
"The brief was to make BSV visible, trusted and present wherever India's fertility conversation was happening. We didn't just create a campaign — we created the conversation itself."
— The Brandwagon — Campaign Strategy Team
A microsite that became
a movement
The Start Your Joy campaign redefined what pharma media partnerships can achieve in India — delivering genuine shifts in awareness, expert engagement and brand equity in the IVF category.
22M+
Total Impressions on
Femina Microsite
30M+
Total Campaign Reach
to Target Audience
#1
Most Viewed Section
on Femina Health Platform
3.91 million reach on IG Takeover 1
4.5 million impressions on IG Takeover 1
Over 5 lac total doctor video views on Femina IG
1 lac+ video views on IG Takeover 2
World IVF Day: 13 lac reach, 8.7 lac impressions
2.3 lac+ views on HT Facebook Live discussion
1,700 live viewers on World IVF Day FB panel
Print coverage across 22+ cities, 4 languages
105 digital publications in 24 hours (PCOS release)
115 total digital pickups for IVF Newswire release
5.16 crore total potential PR audience
India Today, Business Standard, The Print, The Week
22 unique IVF doctor articles in national publications
150+ IVF and Gynaecology doctors engaged nationwide
Native articles: 12k–26k impressions per article on Femina
Expert panels in Hyderabad, Chennai, Bangalore, Kochi, Jaipur, Kolkata, Mumbai and more
Certificates of Appreciation issued to all participating KOLs
Certificate of Appreciation received from Femina for TBW + BSV
Femina's Certificate of Appreciation
