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Hashtag Orange Wins SafeTree, A Category India Does Not Have Yet

Ad Tribe! Bureau2 min read
A halftone paper cutout of a seedling in a pot beside a plain shield, on a flat teal background

Hashtag Orange has won the strategic mandate for SafeTree, a fertility insurance platform, and the brief is not a normal one. The agency is not being asked to win share in a category. It is being asked to convince Indian couples the category exists.

  • Agency: Hashtag Orange, an independent digitally-led integrated marketing and discovery agency
  • Client: SafeTree, a fertility insurance platform
  • Scope: brand strategy, creative narrative development, and end-to-end media planning and deployment
  • Products already in market: infertility insurance, oocyte donor insurance, surrogate mother insurance, and maternity cover built for IVF-conceived pregnancies
  • Standing: the products carry regulatory approval and are recognised by India's apex fertility associations

The Numbers Behind The Brief

An estimated 27.5 million Indian couples are affected by infertility, and the IVF market is growing at more than 16 per cent a year. The country performs between 200,000 and 300,000 cycles annually, at ₹1.5 lakh to ₹2.5 lakh a cycle before advanced procedures push it higher. Globally the fertility and IVF insurance market is worth close to $30 billion. In India it has effectively been nothing.

That gap is the whole account. In markets with strong insurance mandates, such as the United States, treatment utilisation has risen by as much as 277 per cent. The argument SafeTree is making is that cover does not just pay for treatment, it changes who feels able to start.

Hashtag Orange Is Building A Brand And A Category At Once

Mukesh Vij, founder of Hashtag Orange, described the product as one built around hope rather than risk, and the job as making fertility insurance read as mainstream rather than niche. Vikas Anand, chief executive of SafeTree, put the division of labour plainly: the company has spent years building the products, and what it needs now is someone who can explain why the category matters.

Category creation is the hardest brief in marketing and the slowest to show results, because the first job is not preference, it is comprehension. More on agency wins and mandates.

#Hashtag Orange#Insurance Marketing#SafeTree#Mukesh Vij#Category Creation
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