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New Delhi: Zee TV recently announced the launch of ‘Zee Mini Series’, its short stories format.
These weekly, high-impact narratives that run their course in 7 episodes flat cater to modern audiences’ shrinking attention spans, blending the immersive appeal of traditional TV with the fast-paced storytelling of contemporary content trends.
Zee and Indira IVF have joined hands to spotlight the realities of infertility through ‘Vitromates’, a story that is part of ‘Zee Mini Series’.
Zee said that Vitromates stands out for its seamless integration of Indira IVF, India’s leading chain of specialty fertility clinics into the narrative, offering visibility and a platform to raise awareness about infertility.
Starting January 20, 2025, on Zee TV, ‘Vitromates’ follows Kriti, who, after losing her husband Ved, contemplates fulfilling their dream of parenthood through IVF using her preserved embryo. At Dr Tejaswini’s IVF clinic, she reconnects with friends Maya, Madhuri, and Asha, each navigating their own fertility challenges. Together, they form the "Vitromates," a support system that embodies resilience, friendship, and hope. From Maya and her husband’s financial struggles to Madhuri’s marital doubts and Asha’s secret IVF journey amid family tensions, the series captures the emotional rollercoaster of fertility challenges. It concludes on an uplifting note, symbolizing hope and new beginnings.
As the presenting partner, Indira IVF plays an integral role in Vitromates, aiming to bridge the awareness gap and reduce the stigma surrounding infertility and foster open conversations. Through ZEE’s presence across television, digital platforms like ZEE5, and its multi-social media channels, the initiative is sparking meaningful discussions and bringing much-needed visibility to the challenges and solutions associated with infertility.
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Ashish Sehgal, Chief Growth Officer – Digital & Broadcast Revenue, ZEEL said, “At ZEE, we are dedicated to crafting innovative solutions tailored to meet the partner brands' unique needs and with Vitromates, we’ve redefined how socially relevant messaging can be seamlessly integrated into storytelling. This collaboration with Indira IVF not only highlights an important conversation around infertility but also sets a benchmark for the industry, blending creative storytelling with impactful brand alignment. Through the unique format of the Zee Mini Series, we are excited to present compelling, snackable content that resonates with today’s viewers while creating memorable brand associations for our partners.”
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Nitiz Murdia – Co-founder & Managing Director, Indira IVF Group, Shrishail Deshnur – Chief Marketing Officer – Indira IVF Group & Vasanti Kumar – Media Head – Indira IVF Group, said, “Vitromates is an attempt to bridge the awareness gap and stigma surrounding infertility, with only 2% of affected individuals seeking treatment. By partnering with ZEE TV, the goal is to promote the understanding that infertility is common and treatable, encouraging people to view it as a medical condition that can be addressed with modern technology.”
Team Madison – Vanita Keswani – CEO – Madison Sigma, Chirag Shah – VP – Madison Sigma, Vinay Hegde – CEO Investments (Media) – Madison World , Rohin Desai – Chief Client Officer – Media Buying – Madison World & Raju Achrekar – GM Media Buying & Trading - Madison World, the agency behind the campaign added, - "We are thrilled to be a part of Zee TV's groundbreaking mini-series, where the emotional and practical challenges faced by individuals on their IVF journey are portrayed with authenticity and sensitivity. The seamless integration of Indira IVF’s state-of-the-art clinics, labs, and expert care into the storyline not only highlights the technical aspects of fertility treatments but also connects deeply with viewers on an emotional level. This collaboration allows us to show the real-life impact of our services, providing hope and reassurance to those considering IVF, all while emphasising the compassionate and safe environment we offer at every step."