Hashtag Orange, an independent, digitally-led integrated marketing and discovery agency, announced that it has won the strategic mandate for SafeTree, India’s first and leading fertility insurance platform, to launch and build the brand for its innovative fertility insurance product for Indian couples. The mandate covers brand strategy, creative narrative development and end-to-end media planning and deployment, positioning Hashtag Orange as SafeTree’s partner in creating an entirely new insurance category in the country.
SafeTree has been at the forefront of fertility-focused insurance in India, having pioneered products such as infertility insurance, oocyte donor insurance and surrogate mother insurance, and more recently, a maternity insurance product tailored for IVF-conceived pregnancies with the industry’s lowest waiting period. The company’s offerings carry regulatory approval and are recognised by India’s apex fertility associations, underscoring its position as a category leader in a market that, until now, had no dedicated insurance solutions for the millions of couples undergoing fertility treatment.
India’s IVF market is expanding rapidly, with an estimated 27.5 million couples affected by infertility and industry growth of over 16% annually. The country now performs between 200,000 and 300,000 IVF cycles a year, even as a single cycle can cost between ₹1.5 lakh and ₹2.5 lakh, rising sharply with advanced procedures. Globally, the fertility and IVF insurance market is valued at nearly $30 billion, and markets like the United States with strong insurance mandates have seen treatment utilisation rise by as much as 277%. Despite this scale, India has so far had no dedicated fertility insurance category, a gap SafeTree and Hashtag Orange now aim to close together.
As part of the mandate, Hashtag Orange will build SafeTree’s brand identity and public narrative from the ground up, crafting a category-defining creative platform aimed at prospective parents, and planning and managing an integrated media rollout to drive awareness, trust and adoption across India.
Mukesh Vij, Founder, Hashtag Orange noted that “SafeTree is doing something India’s insurance industry has never done before, building a product around hope, not just risk. For us at Hashtag Orange, this is a rare opportunity to build a brand and a category at the same time. Our job is to help young couples see fertility insurance not as a niche product, but as a mainstream, essential part of planning a family. This partnership is exactly the kind of category-building work we exist to do.”
Vikas Anand, Chief Executive Officer, SafeTree commented “At SafeTree, we have spent years building products that give couples financial security on their fertility journey. What we now need is a partner who can help India understand why this category matters. Hashtag Orange brings the strategic and creative firepower to take SafeTree from a pioneering product to a household name for young couples. We see this collaboration as a catalyst for SafeTree’s growth, and for building trust in fertility insurance as a category across the country.”
With this partnership, Hashtag Orange and SafeTree aim to shift how Indian families think about planning for parenthood moving fertility insurance from an unfamiliar concept to a trusted financial safeguard. The collaboration marks the start of a long-term brand-building journey for the sector.
