In a groundbreaking move within the Hindi general entertainment space, ZEE TV has launched its Zee Mini Series, a new content format designed to engage modern audiences with short yet powerful narratives. The first mini-series in this innovative venture, Vitromates, is a poignant portrayal of infertility, produced in collaboration with Indira IVF, India’s leading fertility clinic chain. The series aims to open up conversations surrounding infertility, reduce stigma, and raise awareness about the available treatments.
Vitromates will premiere tonight on Zee TV and follow the journey of Kriti, a woman who embarks on the emotional and complex path to parenthood through IVF after the tragic loss of her husband. At Dr. Tejaswini’s IVF clinic, Kriti forms close bonds with three other women—Maya, Madhuri, and Asha—who are also navigating their unique fertility struggles. Together, they become the “Vitromates,” supporting each other through their challenges and finding strength in their shared experiences. The series highlights the emotional and societal obstacles that come with infertility, ultimately sending a message of hope and new beginnings.
The collaboration with Indira IVF is an impactful addition to the storyline, providing a platform for the brand to raise infertility awareness and destigmatize the subject. With ZEE’s vast reach through its television network, OTT platform ZEE5, and social media channels, the partnership aims to encourage individuals affected by infertility to seek help and treatment, while also reducing societal misconceptions.
Ashish Sehgal, Chief Growth Officer – Digital & Broadcast Revenue at ZEE Entertainment Enterprises Ltd. (ZEEL), commented, “At ZEE, we strive to create innovative solutions that resonate with today’s audience. Vitromates is a prime example of how socially relevant topics can be seamlessly integrated into storytelling. This collaboration with Indira IVF not only sparks important conversations about infertility but also sets a new standard in the industry by combining creative storytelling with impactful brand integration. The Zee Mini Series format allows us to present concise yet compelling content that connects with viewers while establishing meaningful brand associations.”
Nitiz Murdia, Co-founder & Managing Director of Indira IVF Group, shared, “Vitromates serves as an effort to address the significant awareness gap surrounding infertility, as only 2% of those affected seek treatment. By partnering with ZEE TV, our aim is to normalize infertility as a medical condition that can be effectively treated with modern technology. This collaboration is key to promoting understanding and support for those facing fertility challenges.”
The campaign was developed by Team Madison, including Vanita Keswani (CEO, Madison Sigma), Chirag Shah (VP, Madison Sigma), Vinay Hegde (CEO, Investments, Madison World), Rohin Desai (Chief Client Officer, Media Buying, Madison World), and Raju Achrekar (GM, Media Buying & Trading, Madison World). They highlighted, “We are excited to be part of Vitromates, where the emotional and practical realities of IVF are portrayed with authenticity and care. The integration of Indira IVF’s expert care and advanced technology into the storyline offers viewers a deeper connection to the IVF journey and reinforces the supportive, compassionate environment provided by the clinic.”
Through its creative approach and strategic partnership, Vitromates marks an important step in normalizing discussions around infertility. By blending socially relevant themes with innovative storytelling, ZEE TV continues to redefine entertainment, addressing key societal issues while engaging viewers with impactful content.
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