Mumbai: Birla Fertility and IVF, a chain of fertility and IVF clinics and a part of the CK Birla Group has appointed Lodestar UM as its media agency on record (AOR). The mandate comprises TV, print, OOH, digital and radio and will be handled by Lodestar UM’s Gurugram office.

With their first clinics already operational in Delhi NCR, Kolkata and Lucknow, Birla Fertility and IVF is set to expand its presence across the country. With this expansion, the brand aims to not only reach a larger audience but also establish the brand ethos of being clinically reliable and empathetic towards their patients while offering a price promise, enabling the patients to make an informed decision. 

Lodestar UM will help the Birla Group further its national stature with footprints across the country with its aptitude in the healthcare sector, targeted approach, and innovative thinking, the agency stated.

Birla Fertility & IVF chief business officer Abhishek Agarwal said, “Birla Fertility and IVF aims at transforming the future of fertility globally, through outstanding clinical outcomes, research, innovation and compassionate care. Glad to have Lodestar UM as our media partner in this journey.”

Birla Fertility & IVF head of branding & marketing Prem Sharma said, “At Birla Fertility & IVF, we are working towards creating a trusted brand which can help its patients realise their parenthood dreams. As our media partner, Lodestar UM will help us reach out to these patients through right media outreach.”

Lodestar UM CEO Nandini Dias said, “We are beginning an exciting journey with Birla Fertility and IVF, a brand that touches lives and amalgamates seamlessly with Lodestar UM’s core philosophy of better science, better art, better outcomes."

Lodestar UM senior VP for business Anindya Ray said, “Birla Fertility & IVF gave us the dual challenge of an ambitious growth plan and a rigorous micro-marketing effort to build to that height brick-by-brick. We delivered on the brief with real solutions driven by data and innovative thinking, and that is what we are taking into key launch markets.”