Ad Campaigns
The Parzor Foundation, Madison BMB launch new Jiyo Parsi initiatives
MUMBAI: The Parzor Foundation and Madison BMB along with Bombay Parsi Panchayat, TISS, Mumbai, and Federation of Zoroastrian Anjumans of India launched three new “Jiyo Parsi” initiatives including ‘Jiyo Parsi Care’, ‘Jiyo Phase III Campaign’, and ‘Jiyo Parsi Calendar’.
The event also had a panel discussion called ‘Not Just Milk and Sugar’ with speakers like, Oxon scholar of Zoroastrianism Anton Zykov, Madison World Diversified Communication group executive director Lara Balsara and Isprava head of new business and markets Kaiyan K Mistree talking about the importance of the ‘Jiyo Parsi’ initiative.
Speaking on the occasion chief guest Nauheed Cyrusi stressed the importance of both the medical and advocacy components of the programme and was delighted at the concept of Jiyo Parsi Care. This, she stated, makes it a programme connected with every aspect of community life and provides hope for the future.
Parzor Foundation president and the driving force behind the Jiyo Parsi movement Shernaz Cama said, “The Parsi community is ever grateful to the government of India for recognising the declining population and coming forward with financial help. With the launch of Jiyo Parsi Care, Jiyo Parsi now offers a complete service for young people offering counselling, advocacy, persuasion, and financial help and support in both having a baby and looking after the baby and their family elders."
Madison World chairman Sam Balsara said, “This is arguably the most satisfying project and campaign that I have been associated with in my life. It has been my pleasure to lend my professional expertise, acquired over decades to my community.”
Madison BMB CEO and CCO Raj Nair said, “The Jiyo Parsi campaigns have always focussed on reviving the Parsi community by encouraging marriage, children, family values and togetherness. Finding life partners and having children is by no means simple, so the attempt is to help with whatever’s required, whether witty, cheeky conversation starters and/or art. With a desktop calendar, we hope our communication serves as a daily reminder.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
