According to a study carried by Parzor foundation & TISS – Since 1947, Indian Parsi population has come down considerably by about 40%. The Ministry of Minority Affairs has therefore launched the #JiyoParsi scheme to contain, if not reverse the declining numbers. As a part of this campaign, Madison has revealed a series of ads last week which are aimed at encouraging Parsis to marry within the community, marry at an early age and procreate on a large scale in order to save the community from extinction! While we see nothing wrong with the cause, the ads seem problematic at many levels! So where did Madison go wrong? Check out this Brand Equity report.