Parzor Foundation and Madison BMB With Bombay Parsi Punchayat, TISS, Mumbai and Federation of Zoroastrian Anjumans of India launched the JIYO PARSI Campaign – Phase –II today in Mumbai.
The Honorable Minister for Minority Affairs Mukhtar Abbas Naqvi presided over a gathering of eminent personalities and released the campaign. Also present on the occasion was the Consul General of Iran, H.E. Masood E Khaleghi and renowned actress Parizad Kolah Marshall who both spoke on the importance of the Launch and Programme.
The Jiyo Parsi Scheme launched on 24th September 2013 is unique, not only in India but to the world.
Below are the series of ads that will be run in subsequent months in publications all over India.
The ads are very reminiscent of the first campaign, which was brilliant in the delivery of the message and edgy enough to bring about a dialogue and response, which is the purpose of ads, besides selling or promoting the product. And those ads did the work. However disappointingly this campaign seems to be a watered down version of the original one. If one had to draw an analogy, the earlier campaign was a proper R rated movie, while this one is a U or at best PG-13. As much as it will “sell” Jiyo Parsi and help spread the message, it is a lost opportunity to again engage the community into critical dialogue and thinking and discussing.