Jiyo Parsi’s second advertising campaign that prioritizes family over individual accomplishments has come under criticism
Parinaz Gandhi
The second phase of the Jiyo Parsi advertising campaign was meant to be "serious and hard-hitting…to encourage young readers to think about their future and not just live in the present” but like its predecessor it has earned backlash from some young Parsi women who find it "regressive… classist… and distasteful.” The series of 12 black and white advertisements capture tender, affectionate moments experienced with the family or the misgivings entertained by young and senior singles.
One of the advertisements depicts a little girl lovingly kissing her sister with the catch line reading: "The most amazing gift you can ever......