Kareena Kapoor Khan, the iconic Bollywood star, has joined Indira IVF as a brand ambassador for their new awareness campaign, #IVFkiPehel. This multimedia initiative aims to help couples struggling with infertility by encouraging them to seek expert advice and support from fertility specialists.

Despite advances in medical technology, making fertility treatments more accessible, many people still lack awareness about their options. This can lead to delays in seeking help, increasing the emotional and physical strain on those trying to conceive. The #IVFkiPehel campaign emphasises the importance of taking the first step—'pehel'—and prioritising professional advice over outdated or myth-driven treatments.

Kareena Kapoor Khan, leading the campaign, hopes to dispel myths and motivate aspiring parents to seek the right guidance. "We think getting pregnant is so easy, but we don't realise how many people—both men and women—struggle with infertility. I was shocked to learn that 1 in 6 people face infertility today, with many unsure where to seek advice. Seeking a specialist's help when struggling to conceive, which is such a major life milestone, seems crucial," she said.

Infertility is a global issue, with one in every six people struggling to conceive, according to the latest WHO report. In India, the situation is particularly alarming, affecting over 27.5 million people. We expect this number to rise, posing a significant health threat to young people, especially women of childbearing age. A recent report by The Lancet predicts a continued decline in India's Total Fertility Rate (TFR), emphasising the urgent need to address infertility and increase awareness about treatment options.

The #IVFkiPehel campaign aims to educate the public about infertility and its treatments, highlighting the importance of early consultation with fertility doctors. By providing accurate information and support, the campaign seeks to change perceptions and encourage individuals to take the first step towards professional consultation and treatment.

Dr. Kshitiz Murdia, CEO and co-founder of Indira IVF, emphasised the impact of medical advancements on fertility treatment. "Over the last two decades, advancements in medical technologies have revolutionised fertility treatment, making it more achievable, accessible, and affordable than ever before. Our #IVFkiPehel awareness campaign will enlighten couples about these advancements, and the right guidance from fertility specialists will successfully turn their parenthood dreams into reality," he said.

Nitiz Murdia, co-founder and MD of Indira IVF, highlighted the campaign's goal to spread awareness and change societal attitudes towards fertility treatments. "We want everyone to understand that infertility is a medical condition requiring expert attention for timely treatment. We want our campaign to evolve societal attitudes towards fertility treatments and empower couples to seek the medical help they need without stigma or hesitation," he stated.

By joining hands with Indira IVF, Kareena Kapoor Khan aims to raise awareness about fertility issues and encourage people to take the right step and seek professional support for infertility. "Raising awareness about fertility issues feels like being part of a movement that's truly touching lives. And joining hands with Indira IVF, an organisation that has been pioneering infertility awareness and has helped more than 150,000 couples realise their dreams of parenthood, has been an honour," she said. "I want to tell couples fighting infertility, 'IVF KI PEHEL KARO - take that crucial first step and seek expert medical help.'"