Viacom18 wages war against fake merchandise

With an aim to fight counterfeit products and illegal usage of Intellectual Property (IP), Viacom18 Media Pvt. Ltd. has joined hands with the Economic Offences Wing of Mumbai Police to conduct raids on businesses trading in counterfeit products of its kids’ brand Peppa Pig.

The raids conducted at Choice Gifts in Abdul Rahman Street and Rolex Novelty at Princess Street in Mumbai collectively seized a sizeable amount of counterfeit merchandise.

Anil Lale, General Counsel, Viacom18, said, “The Govt. of India has taken up the issue of piracy and illegal usage of IP significantly over the past few years and we are proud to have worked with public agencies such as Department of Industrial Policy and Promotion, Maharashtra Cyber Crime Cell and Mumbai Police’s EOW to amp up these efforts. It is important to acknowledge that sale and purchase of counterfeit products are as serious offences as piracy since it takes away from the brand’s loyalty and diminishes its value for the creator.”

“As rightful exclusive licensees, we feel its our duty to the customer, which in this case are young children, to safeguard their interest against fake products,” he added.

Tim Pfeiffer, SVP Business Affairs, Family and Brands, Entertainment One, said, “eOne believes in taking vibrant brands from screens to stores and it is very encouraging to see our international partners and authorities undertake efforts that ensure only real products reach our young audience. Counterfeit merchandise is not only against the licensor’s interest but also has a colossal impact on the safety and health of the user due to absence of quality standards.”

The Economic Offences Wing of Mumbai Police has been at the forefront of a rigorous fight against counterfeit products. Over the course of last year alone, they have been able to seize surreptitious businesses that trade in counterfeit products, severely denting the illegal counterfeit merchandising business.

Viacom18 Consumer Products is a significant player in an evolving licensing and merchandising business with a diverse portfolio.

Entertainment One Ltd. is a global independent studio that specialises in the development, acquisition, production, financing, distribution and sales of entertainment content.

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