Different strokes Magzine: Artists

Different Strokes, an exclusive music magazine in Delhi, strongly felt the need to communicate to its readers to stop promoting music piracy.A direct mailer, sent by Mudra Communications Delhi to its exclusive subscribers who regularly contributed to the magazine through letters and articles, was used to drive the point home in a simple, yet impactful manner.A blank CD (or compact disc) is the most common tool people use to store music. Taking this insight forward, a box of blank CDs was created. Each CD had an image of an iconic artist in immense pain. It was designed in such a way that the cylindrical holder of the box seemed like a weapon piercing through their faces. The bottom-most CD had the message ‘PIRACY KILLS NOT JUST THE MUSIC’. In other words,it directly affects the artists as well whom we all so lovingly idolize.The results surpassed all expectations. Shortly after the mailer were sent the click rate on the magazine’s website - www.differentstrokes.co.in increased by 23%. Besides, Different Strokes was flooded with hundreds of mails in support of the cause.