Indira IVF, in collaboration with Culture Machineâs digital channel âBlushâ, released a video titledÂ âThe Choiceâ, as a part of Blush's on-goingÂ MothersÂ andÂ DaughtersÂ series.
The video mirrors the dilemma every woman faces after getting married; those unwanted comments from neighbours and aunts are also a part of the package post-marriage. However, becoming a mother should always be a matter of choice. Indira IVF empowers women to exercise this choice even at a later stage in life.
Explaining the idea behind the video, Blush said,Â âThe purpose is to raise awareness among women on alternative choices that modern-day technology has made available,Â IVFÂ being one of them.Â The idea is to encourage women to explore non-traditional choices with ease, and bravely discover them sans prejudice and inhibitions.â
Adoption is never considered an option and women, who choose alternatives to become a mother, are often ostracised from the society. The video shows a candid dialogue between a daughter and mother, exploring and accepting these once unavailable options.
Nitiz Murdia, Marketing Director, IndiraÂ IVF,Â said,Â âIn India, childbearing is theÂ primary goalÂ of marriage, and women areÂ expectedÂ to begin having children shortly after theyâve married. Oblivious ofÂ scientific methods, these women experience immense stress, eventually leading to an emotional breakdown and physical suffering.Â Through our association with Blush, we aim to dispel myths surroundingÂ IVFÂ treatment and educate those women who have decided and have made the choice to experience the joy of motherhood.â
Produced: Culture Machine Media
Directed: Adhiraj Bose
Content Head: Jigar Fernandes
Director of Photography: Akshay Singh
Original Music and Sound Design: Ankur Shirvastava
Art Direction: The Addictionary
Creative Producer: Hemambika
KT Production Head: Vinay Iyer