The Parzor Foundation, which is a UNESCO-backed project has been pivotal in preservation of the Parsi Zoroastrian heritage. The campaign, Jiyo Parsi is directed at the Parsi community, asking them to take up initiatives to control their falling population -200 births vs. 800 deaths every year. The objective was to encourage Parsis to reproduce so as to control their falling numbers.

Using the sensitivity of the subject, we married it with the legendary Parsi sense of humor. The campaign used witty messaging, asking Parsi couples to marry within their community, marry early, go for 2 or 3 children and so on. To help Parsi couples who are unable to conceive naturally, The Jiyo Parsi initiative offered free IVF assistance up to Rs.5 lacs.

The campaign began in November 2014 and went on till March 2015. It ran across India and abroad in three Parsi periodicals – Parsiana, Jam-e-Jamshed and Parsi Times.

The campaign received very strong response with the number of Parsis going for IVF rising by 600%!

The campaign, Jiyo Parsi was discussed massively on social media and was covered by national news channels, news websites and periodicals so much so that a famous Indian dairy brand did their own ad on the Jiyo Parsi ad.

All in all, it garnered PR coverage worth $ 3,63,060 (USD) and a total of 12,500,500 impressions!

The campaign began in November 2014 and went on till March 2015. It ran across India and abroad in three Parsi periodicals – Parsiana, Jam-e-Jamshed and Parsi Times to resounding success.

The campaign ran according to the original plan.

The launch made waves across media platforms. It even started debates on national television like CNBC, CNN and ET NOW. Social media was abuzz with great support from Non-Parsis and so were a dozen websites. So much so that even Amul decided to do an ad about it. All in all the campaign garnered massive PR coverage totalling US$ 363,060. Making a total of 12,500,000 impressions.

There was 600% increase in couples going for IVF assistance. And truck load of Parsi babies waiting to be born.