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Blush’s latest video titled ‘The Choice’ in association with Indira IVF

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MUMBAI: Indira IVF, in collaboration with Culture Machine’s digital channel ‘Blush’, released a video titled ‘The Choice’, as a part of Blush's on-going Mothers & Daughters series.

Every married woman faces tremendous societal pressure to become a mother. But becoming a mother should always be a matter of choice. Indira IVF empowers women to make this choice even at a later stage in their life. This new video by Blush captures the message beautifully through an honest and candid dialogue between a mother and daughter. 

Blush released the following statement about the video, “The purpose is to raise awareness among women on alternative choices that modern-day technology has made available, IVF being one of them. The idea is to encourage women to explore non-traditional choices with ease, and bravely discover them sans prejudice and inhibitions”.

Director Marketing- Indira IVF, Nitiz Murdia comments, “In India, childbearing is the primary goal of marriage, and women are expected to begin having children shortly after they’ve married. Oblivious of scientific methods, these women experience immense stress, eventually leading to an emotional breakdown and physical suffering. Through our association with Blush, we aim to dispel myths surrounding IVF treatment and educate those women who have decided and have made the choice to experience the joy of motherhood”.

The video features Indian film, stage and television actress Sheeba Chaddha along with Auritra Ghosh.

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