Case Studies

Fertility treatment carries a weight most categories don't. Families considering IVF are often navigating it quietly, weighing a decision that's still surrounded by stigma and hesitation in large parts of India. A campaign that felt generic, or foreign to the way a family in that region actually speaks and lives, risked undermining the one thing that mattered most: trust. Indira IVF needed a campaign that could hold that trust across India's regions, without stretching teams, timelines, or budgets to do it.

We designed a modular content system built around two master films, shot individually (not dubbed) with 30 regional actors across 10 Indian languages. Each was adapted into 15- and 20-second edits, in both 16:9 and 9:16 formats, resulting in 80 final assets built for multi-platform deployment.

The goal was emotional transcreation rather than translation: local actors, culturally specific gestures, and regionally grounded language, so each version felt made for that audience, not adapted for them.

The result was a full year's worth of campaign-ready content, produced in a single, tightly managed cycle and deployed across DVCs, reels, vignettes, YouTube pre-rolls, and in-clinic screens.