Indian Singers’
Rights Association (ISRA)
Since 2013, ISRA is the Registered Copyright Society of Singers in India to carry on the business of collecting royalties of singers under the Copyright Act, 1957 and is thus, registered by the Central Government. The Copyright Amendment Act, 2012 grants the performers/singers the Inalienable Right to Receive Royalty (“R3”) from the utilization/exploitation of their performances by any means and through any medium of diffusion by any person/entity at any place.
Therefore, the ISRA Collection Clearance Certificate (“C3”) is a prerequisite for playing/performing the recorded performance of the members of ISRA and its affiliated societies by paying the prescribed Royalty to ISRA.
Due to the rising COVID-19 cases, India saw its biggest lockdown in 2020. This was when the country’s singing legends and stalwarts came forward in an extraordinary lineup to perform in a series of virtual concerts “Sangeet Setu” to show solidarity with the people at the forefront of the battle against COVID 19.
Challenges
Developing a holistic communications plan to raise money for the PM Cares fund. Wide-scale media outreach programme in 15 languages, and maintaining consistent visibility in the relevant media spaces by bringing forth eminent influencers
Services rendered
Conceptualized the first of its kind, series of virtual concerts – in support of the PM CARES Fund
Created the largest anthem – “Jayatu Jayatu Bharatam, Vasudev Kutumbakkam” in 15 languages
Leveraged star power by getting on board ace actor Akshay Kumar alongside legendry singer Lata Mangeshkar
Brought over 200 singers from the Indian subcontinent to lift the spirit of people who were in the confines of their homes due to the pandemic
Got PMO and other government bodies to tweet about the initiative
Developed an extensive communication outreach in association with several media houses, OTT platforms, social media tools and other modes of communication
Result
The media coverage was overwhelming with a major online presence followed by print, electronic and social media.
