Sam Balsara, chairman and managing director of advertising agency Madison World that created the much talked about Jiyo Parsi advertising campaign to help arrest the declining Parsi population in India says, "My favorite two lines in (the campaign) are, ‘Isn’t it time you broke up with your mom?’ and the other ‘Be responsible. Don’t use a condom tonight.’” Magic with a combination of just four or five words, he calls it. Balsara was quoted in exchange4media.com a Delhi based portal for the advertising industry on winning two gold awards at the Dainik Bhaskar INK Awards for Best Print Media advertising held in Bombay on August 21, 2015.
Ad from Madison World campaign
According to a press release received by Parsiana, the two awards were for Best Copywriting in Campaign and for Best Creative Advertising for Not for Profit and Public Service. The release further notes that the Jiyo Parsi Campaign also won for Madison World a gold at the Goafest Awards in April this year for Best Direct Response in Print category.
The Jiyo Parsi campaign has been "hugely successful with almost a 100 couples reaching out...” notes the press release and adds that 31 babies have already been born and 16 are under way. The website of the program, jiyoparsi.org states that since its inception, 680 Parsi couples have sought assistance of which 73% have followed up on a regular basis.