New Jiyo Parsi ad campaign to focus on family care

The ads will project how a working Parsi couple’s child can be looked after by elderly family members

The government-supported Jiyo Parsi scheme meant to arrest the decline in Parsi population will receive a further boost this weekend with the launch of an advertisement campaign showing how three generations of the community can build a symbiotic relationship by taking care of each other.

The new advertisement, which is phase III of the Jiyo Parsi campaign, comes with the tag line — Jiyo Parsi Care. Created by veteran ad man Sam Balsara’s Madison (BMB) pro bono, the campaign focuses on projecting how a working Parsi couple’s child can be looked after by the elderly in the family, which, in turn, will encourage them to have a second child.

Under the Jiyo Parsi scheme, 169 babies have been born since its launch on September 24, 2013.

“This advertisement shows a typical Parsi family of three generations in their own home — a smart Parsi woman, an elderly relative and the woman’s child. The elderly family member imparts values to the child,” said Dr Shernaz Cama, the prime mover of the Jiyo Parsi scheme and president of UNESCO-supported Parzor, a project aimed at preserving Parsi Zoroastrian heritage.

Cama explained that in this way, the couple benefits because the child is in safe hands, picks up values and languages, while the elders have people to look after them during illnesses. “It is a win-win situation for all. Each one has something valuable to offer and this dependency will be beneficial to all,” said Cama.

In the second part of this campaign, a “cute calendar” with “pickup” lines will be released to break the ice between Parsi boys and girls. “The calendar, which will have food pictures as Parsis are passionate about their dhansak and patrani macchi, will be spiced up with the ice-breaking lines. This is because there is a perception that Parsi girls are more progressive while the boys are regressive. These lines will help break the ice between them,” said Cama.

The first two ad campaigns for the Jiyo Parsi scheme received both bouquets and brickbats from within the community. The campaign that was meant to encourage Parsis to marry only within the community spawned criticism for being “regressive” and “patriarchal”.

Some single Parsi women took umbrage, pointing out that the advertisements insinuated that only marriage within the fold and children can bring joy to young Parsis.

Initiated by the Union ministry of minority affairs (MOMA), the Jiyo Parsi scheme seeks to reverse the decline in the Parsi population by adopting scientific medical protocols. The Parzor Foundation, along with other Parsi organisations and reputable doctors, is working to spread awareness about sociological, psychological and medical issues that have led to a critical decline in Parsi population. Couples are encouraged to take benefit from the huge advances in ART (Assisted Reproductive Technology).

Published on Mumbai Mirror