IVF and egg freezing aren't exactly dinner conversation – at least, they weren't. Luma needed to change that, build trust with a skeptical audience, and drive real patient inquiries. All at once.
We built IPs that gave people a reason to keep coming back. Each IP had its own identity, its own audience hook, and fed into a larger community that grew organically around the brand.
A storytelling series that put real patient voices at the centre, not clinical messaging.
A campaign built around the idea of choosing yourself, your timeline, your fertility.
A content framework that made Luma's doctors feel like thought leaders, not just practitioners.
A funded fertility brand that feels like a movement. An engaged community that drives real patient inquiries. And a category that finally has a conversation worth having in India's digital space.
