Breaking the Taboos Around IVF Through Digital Storytelling
CLIENT
Bavishi Fertility Institute
INDUSTRY
Fertility, IVF & Reproductive Healthcare
HEADQUARTERS
Ahmedabad, Gujarat
OVERVIEW
Reimagining Digital Trust for a Legacy in Fertility Care
Bavishi Fertility Institute, a pioneer in IVF since 1986, has long been a place where advanced science meets deep compassion. For countless families, Bavishi represents hope and a safe space to confront the silence and stigma around infertility.
To reflect this legacy in the digital world, Karm Digital approached to reshape how their story is told online. Through narrative-led initiatives like podcasts, we helped showcase Bavishi not just as a medical institution but as a trusted guide in the emotional journey of parenthood.
This refreshed digital presence marks a new chapter, one where trust, empathy, and technology come together to make hope accessible.
Bavishi stands for:
Simple
Safe
Smart
Successful
THE CHALLENGE
Addressing a Sensitive Topic
- IVF is often discussed behind closed doors.
- Fear, stigma, and misinformation prevent people from seeking help.
- Many families hesitate to engage with fertility-related content publicly.
Reaching the Correct Audience
- Generic audience targeting = wasted reach.
- Needed highly relevant groups:
- Couples actively seeking fertility guidance
- Women aged 25–45
- Regional Gujarati-speaking audience
- Medical professionals: gynecologists, embryologists, fertility consultants
- Couples actively seeking fertility guidance
Influencer Alignment
- “Influencer selection” in healthcare cannot be based on popularity.
It must be based on: - credibility
- audience match
- trustworthiness
- regional connection
This makes influencer-podcast alignment extremely challenging and nuanced.
THE OPPORTUNITY
Bavishi Fertility Institute had a strong offline trust presence.
But to scale their influence online, they needed:
A safe narrative space
A trusted anchor
A long-form medium where emotions, facts, and clarity could co-exist
A regional voice that their audience related to
This made Podcast the perfect platform.
Karm Digital’s Strategy
Reimagined Presence, Reframed Conversations
We ensured that Bavishi’s digital narrative stayed true to their core purpose, offering hope through science and compassion. Our focus was on simplifying a complex, sensitive subject like IVF into visuals and messages that felt warm, clear, and reassuring. We distilled key information into approachable, culturally aware content while maintaining medical accuracy. Every element was carefully crafted to strengthen Bavishi’s trusted identity, ensuring their story resonated with the right audience on an emotional level and had a lasting impact.
Execution: On-Set & On-Screen
During the Shoot
- Guided the discussion flow to maintain sensitivity
- Ensured medical facts were simplified without losing accuracy
- Captured BTS visuals to humanize Bavishi’s brand
- Maintained brand tone across every shot
- Micro-content slicing
- Thumbnail design
- Highlight moments for reels
- Distribution strategy
- Engagement mapping
Impact
The podcast became more than just content. It evolved into a safe space where people finally felt comfortable acknowledging their fertility struggles. What stood out most was not the surge in views but the shift in who was engaging.
The episodes started drawing in medical professionals, aspiring parents, infertility coaches, and regional audiences who deeply resonated with the culturally sensitive messaging. The engagement transformed from generic attention into meaningful, relevant conversations that mattered.
This initiative also strengthened Bavishi Fertility Institute’s digital credibility in a remarkable way. By presenting themselves as “emotion-first experts,” they established a unique presence online, one that blended trust, empathy, and scientific authority.
Why This Case Study Matters
This project shows that healthcare storytelling requires emotional intelligence, not just marketing.
For us, this project wasn’t about IVF promotion; it was about inspiring:
- Understanding
- Acceptance
- Hope
- Cultural Awareness
Conclusion
Bavishi Fertility Institute × Karm Digital
This is a perfect example of how strategic content + the right influencers + cultural sensitivity can spark meaningful discussions around taboo topics.
This case study stands not as a marketing project –
But as a social impact success story.
FAQS
We approach sensitive subjects with a blend of empathy, medical accuracy, and cultural insight. Our content undergoes careful narrative design to ensure it educates without overwhelming, comforts without triggering, and speaks to audiences in a language they feel safe engaging with.
Absolutely. We specialize in designing narrative-driven podcast strategies, from finding the right host and platform to shaping the conversation, managing on-set content flow, and building post-production distribution plans tailored to your audience.
We prioritize precision over volume. For healthcare and niche industries, we create detailed audience maps and use targeted distribution to reach people who genuinely benefit from your message, such as regional cohorts, age-specific groups, or medical professionals.
Not at all. We work with both established brands and those starting digital communication from scratch. We build a digital presence that matches your credibility and goals.
Yes. Karm Digital actively participates in production to ensure the narrative stays aligned with your values. From guiding the conversation on-set to capturing high-quality BTS content, we maintain consistency across both visuals and messaging.
Our selection is based on credibility, audience relevance, and trustworthiness, not popularity. We evaluate cultural resonance, tone maturity, and ethical communication standards before recommending any collaborator.
We onboard new projects based on scope and creative requirements. Once we understand your needs – strategy, production, digital, or storytelling – we provide a clear roadmap and timeline to begin work efficiently.
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Milan Patel
Joint MD, Troikaa Pharma & NutraceuticalsKrupa is Committed and has a very time bound work attitude. Also she's very efficient in understanding the customers needs which good subject area knowledge, strategy designing and planning.
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