Indian Direct Mailers Discouraging Piracy WIth Wounded Music Icons

By: Katie Cordrey - Published: Mar 28, 2009 • References: bestadsontv
Mudra Communications Delhi used direct mail to India’s Different Strokes music magazine readers as a tool to help stop promoting music piracy.

Since blank CDs are the most often used to store music, a box of blank CDs was created. Each CD containing the collection was imprinted with an image of an iconic music artist: Michael Jackson; Jim Morrison; Elton John; Jimmy Hendrix; or Bob Marley, in blood-laden pain. When the CDs were in place, the cylindrical holder of the box acted as a weapon piercing through the performers. The bottom CD had the message ‘Piracy Kills Not Just the Music’ to drive home the message that piracy has a direct detrimental effect upon music makers.

Client: Different Stroke Magazine
Agency: Mudra Communication pvt ltd (Delhi)
Amit Singh Slathia (Illustrator)
anil verma (Executive Creative Director)
Subhashish Datta (Creative Director)
Deepak Sharma (Art Director)
Gutam Ved (Copywriter)
Country: India Stats for Bleeding CDs Trending: Older & Chilly
Research: 3,309 clicks in 373 w
Interest: 4 minutes
Concept: Bleeding CDs
Related: 40 examples / 31 photos
Segment: Males, 18-35
Comparison Set: 15 similar articles, including: remix culture, anti-piracy programs, and nation-wide youtube censorship.