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
Bleeding CDs
Indian Direct Mailers Discouraging Piracy WIth Wounded Music Icons
Trend Themes
1. Music Piracy Prevention - The direct mail campaign in India targeting music magazine readers demonstrates the opportunity for innovative strategies to discourage music piracy.
2. 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.
3. 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.
Industry Implications
1. 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.
2. 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.
3. 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.