New Delhi: Music streaming service Saavn has released its latest digital advertising campaign—#SaavnVsPiracy—against music piracy in India, ahead of Independence Day.
Music piracy is one of the biggest impediments faced by the music industry around the world. In India, 90% of the total music revenue is generated by pirated music websites, Saavn said.
The crux of the campaign is to free India from online piracy. A set of three videos to be rolled out this weekend starting Friday feature actors Akshay Kumar, Siddharth Malhotra and Gippy Grewal, among others, addressing the issue.
“Piracy has always been our biggest competitor. Close to 50 million people access music on these pirated sites daily. Our properties like—Hear It First initiative—have been pushing audiences to consume legal music, as it can be accessed exclusively on Saavn,” said Paramdeep Singh, co-founder and executive chairman of Saavn.
The company generates Rs.50 crore in overall revenue in a year and has clocked 14 million monthly active users. In July, Saavn raised $100 million in fresh funds from venture capital firm Tiger Global.