After effectively completing its first Advertisement Campaign phase, ‘Jiyo Parsi’ – the Government Of India’s undertaking to arrest the declining Parsi population – looks to kick off its second phase on 29^th July, 2017, to be inaugurated by Minister of Minority Affairs, Mukhtar Abbas Naqvi. The second phase of the Ad-campaign, undertaken by Sam Balsara’s Madison World, will focus on ‘counselling and creating awareness’.

Addressing an ongoing misconception about Jiyo Parsi (instead of its Ad-Campaign) entering its second phase, Programme Co-ordinator, Dr. Katy Gandevia clarified, “Jiyo Parsi in itself, was and will be continuing its endless efforts with Parsi married couple who wish to conceive. It is the Ad-Campaign which is resurfacing. I’m sure that the new campaign will surpass the first one in bring about an overwhelming response.”

Launched in 2013, Jiyo Parsi continuous to provide counselling and medical treatment to married Parsi couples. So far it has aided in adding one hundred and one babies to the community count over the past three years – a stimulated 20% increase in birth rate – thanks to financial assistance for medical treatment under standard medical protocol, along with outreach programmes conducted to generate awareness at various levels, with help from Parzor Foundation, Bombay Parsi Punchayet and local Anjumans across India.