In its endeavour to fight counterfeit products and illegal usage of Intellectual Property (IP), Viacom18 Media has joined hands with Economic Offence Wing (EOW) of Mumbai Police and brand owner Entertainment One to conduct raids and curb fake products of its popular kids’ brand Peppa Pig. Viacom18 general counsel Anil Lale said: “The government 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 the 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 it’s our duty to the customer – which in this case are young children, to safeguard their interest against fake products.” The raids conducted at Choice Gifts in Abdul Rahman Street and Rolex Novelty at Princess Street in Mumbai, has collectively seized a sizeable amount of counterfeit merchandise. Entertainment One Business Affairs, Family & Brands SVP Tim Pfeiffer added: “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 safety and health of the user due to the absence of quality standards.” The Economic Offenses Wing (EOW) 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.