The Parsis are often known for laughing at themselves, the community is however battling the issue of their dwindling population. From making fun of single middle aged men living with their mothers, to taking a dig at couples who restrict themselves to have just one or no kids, this time the community is using humour to address the issue of their dwindling population through a campaign called ‘Jiyo Parsi’ (live Parsi).
On Monday, the community launched a first-of-its-kind advertisement campaign to tackle the issue of their decreasing number. The campaign is an initiative conceived and promoted by Parzor foundation, Bombay Parsi Panchayat, the Tata Institute of Social Sciences (TISS) and The federation of Zoroastrian Anjumans of India. The campaign urges Parsi couples to get medical help under the Jiyo Parsi scheme that funds infertility treatment for couples.
Ad veteran Sam Balsara and his team at Madison, have designed the humorous advertisement campaign to urge Parsis to get married at a correct age and make more babies. “The Jiyo Parsi Campaign is a massive outreach programme as we genuinely believe in the power of mass media. If I go and speak to thousand -five thousand people pm getting married at a right age or having babies it will not create much impact than through this mass media campaign, Through this campaign we are looking at addressing four major factors that are leading to the dwindling population of the Parsi community – 1. No Marriage, 2. Late Marriage, 3. deciding to have one or no child and 4. Infertility. We are using humor through an ad campaign to cover all these issues,” Balsara said.
The print advertisements such as “if you don’t get married and have kids, this area will have a new name in your lifetime” is one of the captions of print ads aimed at appealing Parsis to get married and have babies.
He added, “We have a very realistic target. We are aiming at arresting the declining numbers of Parsis in a light hearted and humorous way. Once we achieve that we would target at changing the trends.”