MUMBAI: Radio Mirchi has launched a six month long anti music piracy initiative on air, keeping its promise to the music industry it made in February 2008.
Mirchi CEO Prashant Panday had in February, at the media industry conference Ficci Frames, committed one million dollars worth of FCT (Fixed Commercial Time) against piracy across India. Mirchi’s ‘NO TO NAKLI’ is a six-month long initiative, which will commence with on-air promotion supported by an anti-piracy ground campaign.
Beginning early this week, the ‘NO TO NAKLI drive will break with three generic ads with an approach to urge listeners to discard their pirated DVDs and CDs. Supported by noted film music directors, producers and composers, Radio Mirchi will educate people in person about the huge revenue losses through piracy. Additionally, Radio Mirchi on air character Sud and other RJs will join the anti piracy league and raise their voice against piracy.
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Says Panday, “Radio Mirchi has always been at the forefront of the anti-piracy movement in the industry. We believe that piracy is one of the major concerns and is afflicting the entire industry as it adds to a big monetary loss. We are always on the alert to the threat of piracy and we feel that it’s our responsibility to spread awareness and thereby make people aware about this cause. Through our NO TO NAKLI campaign, we intend to reach out to our listeners and appeal to them to join hands against this unethical practice.”
Consuming FCT (commercial time) on the station, this campaign breaks with three ads that talk about how fake things never give one long lasting happiness and the way to remain ‘always khush’ is to join one’s voice against piracy.
