# Bleeding CDs Indian Direct Mailers Discouraging Piracy WIth Wounded Music Icons By Katie Cordrey | Published 2009-03-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/viral-cd-ads-indian-direct-mailers-discouraging-piracy-feature-wounded-musi References: [bestadsontv](http://bestadsontv.com/outdoor_details.php?id=20304) 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) Creatives: Amit Singh Slathia (Illustrator) anil verma (Executive Creative Director) Subhashish Datta (Creative Director) Deepak Sharma (Art Director) Gutam Ved (Copywriter) Country: India ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 6% | Activity: 12% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Music Piracy Prevention:** The direct mail campaign in India targeting music magazine readers demonstrates the opportunity for innovative strategies to discourage music piracy. - **Creative Direct Mail:** The use of unique and impactful direct mail campaigns, like the bleeding CDs, shows the potential for disruptive innovation in the direct mail industry. - **Visual Messaging:** The use of powerful imagery, such as the blood-laden pain of iconic music artists, highlights the opportunity for disruptive innovations in visual communication. ### Who This Affects Most - **Music Publishing:** The music publishing industry could explore innovative ways to raise awareness about the negative impact of music piracy and promote legal music consumption. - **Direct Mail Marketing:** The direct mail industry has the potential to disrupt traditional marketing approaches by leveraging creative and impactful campaigns like the bleeding CDs. - **Visual Communication:** The visual communication industry can embrace disruptive innovations that use powerful imagery to convey impactful messages, as demonstrated by the bleeding CDs campaign. ## Related on Trend Hunter - [Music-Themed Soda Marketing Campaigns](https://www.trendhunter.com/trends/cocacola-onpack-promotion.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Sustainable Indie Album Releases](https://www.trendhunter.com/trends/moon-music.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md) - [Interactive E-Waste Billboards](https://www.trendhunter.com/trends/cash-for-trash.md) - [Music Ticketing Campaigns](https://www.trendhunter.com/trends/fix-tixflation.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Contemporary Music Office Redesigns](https://www.trendhunter.com/trends/m-moser-associates.md) - [Cross-Border Condiment Campaigns](https://www.trendhunter.com/trends/smuggler-marmite.md)