MUMBAI: The anti-piracy coalition of Bollywood and Hollywood studios that was formed at this year‘s Ficci will now be known as the ‘Alliance Against Copyright Theft‘ (AACT).

Formed to create a unified voice to fight piracy, AACT has studios like Reliance Big Entertainment, Moser Baer Entertainment, UTV Motion Pictures, Eros International and the Motion Picture Dist. Association (MPDA) as its founding members.

The AACT has launched its toll-free anti-piracy hotline - 1800-103-1919 - on which one can report piracy matters in the Mumbai and Thane districts. The anti-piracy hotline will allow people in Mumbai and Thane to register their piracy complaints by calling the toll free number without revealing their identity.

Upon receiving the complaints, the team that conducts raids will be immediately notified of the unlawful conduct. This year, there has been over 100 anti-piracy raids in Mumbai alone.

Moser Baer CEO Harish Dayani says, "Piracy cannot be eradicated or reduced just by a group of people working within the film industry. The public has to be involved in the fight. With the formation of AACT, we are trying to create awareness about the damage piracy causes to us all."

Adds MPDA managing director Rajiv Dalal, "AACT provides a platform for our industry to come together and curb piracy. The launch of this toll free number will assist our efforts as it engages consumers, retailers and other responsible citizens."