Parsis plan 2-yr ad blitz to increase numbers
In a first, Parsis are gearing up with a massive advertisement campaign to tackle the issue of their dwindling population. Ad veteran Sam Balsara and his team at Madison have designed a four-pronged campaign that urges Parsis to have early marriages, childbirth, provide the child a sibling and even have a third baby.
“The campaign will start next month in the Parsi and Gujarati press,” said Shernaz Cama, member of the executive council of Parzor, a team that runs a project to preserve Parsi Zoroastrian heritage and works with Madison. “The entire campaign will be spread over two years to motivate Parsis to have more children and increase our population,” said Cama. While Parzor will pump in funds of more than Rs 35 lakh, it is hopeful that the Union ministry of minority affairs will also provide funds to sustain the campaign and take the issue to the national press. “Balsara and his team have agreed to work free of charge,” added Cama.
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By Jyoti Shelar, Mumbai Mirror | Sep 15, 2014, 12.55 AM IST