The agency will lead strategy, creative and media for SafeTree’s fertility insurance offering, with a focus on making the emerging category more accessible to Indian couples.
SafeTree has appointed Hashtag Orange as its brand and media partner for its fertility insurance business in India.
The agency’s mandate covers brand strategy, creative development, media planning and deployment, along with creating communication aimed at prospective parents and driving the brand’s presence across the country.
SafeTree offers insurance solutions covering areas such as infertility treatment, oocyte donors, surrogacy and maternity for IVF-conceived pregnancies. The company says its products have received regulatory approval and recognition from fertility associations in India.
The partnership comes as fertility treatment becomes a growing financial consideration for couples. According to the company, around 27.5 million couples in India are affected by infertility, with the country witnessing an estimated 200,000–300,000 IVF cycles annually. An IVF cycle can cost approximately Rs 1.5 lakh to Rs 2.5 lakh.
Mukesh Vij, founder, Hashtag Orange, said the agency sees an opportunity to build not just SafeTree, but greater awareness around fertility insurance as a category. He added that the objective will be to position the offering as a relevant part of family planning rather than a niche insurance product.
Vikas Anand, CEO, SafeTree, said the company is looking to broaden consumer understanding of fertility insurance and strengthen trust in the category.
The two companies will focus on building awareness, simplifying the conversation around fertility insurance and establishing SafeTree as a recognisable name among Indian consumers.
