Saavn launches anti-piracy campaign

India-based streaming service Saavn has launched a campaign aimed at curbing music piracy in the country. The push uses the #SaavnVsPiracy hashtag and features videos by prominent Indian actors discussing the damage caused by piracy. Saavn said that 90% of total music revenue in India is generated by pirated music sites.

“Piracy has always been our biggest competitor. Close to 50 million people access music on these pirated sites daily,” said Paramdeep Singh, Saavn’s co-founder and executive chairman.

Saavn has made several updates to its service that could help it attract paying customers, such as a live music series and plans to add video.