"Good advertising has to offend someone to work," said Sam Balsara, chairman and managing director of Madison World, at an event to elaborate on Jiyo Parsi, a Rs 10-crore scheme, funded by the ministry of minority affairs, to increase the Parsis' dwindling population.

A series of ads, designed by Madison, will be released under the scheme, which has a two-pronged approach of creating awareness and providing fertility treatments. The print ads, meant for Parsi publications, range from the self-deprecating to the politically incorrect.  Read