The Times of India's "Ink of Democracy" campaign, conceptualized by Havas Creative India, has been awarded a Gold Lion at the prestigious Cannes Lions International Festival of Creativity 2025. This win marks a significant achievement for India's advertising industry, showcasing the power of creative ideas rooted in social purpose. The campaign also won Grande at the ADFEST 2025.
"Ink of Democracy" tackled the critical issue of voter apathy in India. During the previous general elections, a concerning number of eligible voters, approximately 33%, did not participate, resulting in a wastage of 7,500 liters of electoral ink. This ink, a distinct purple color, is used to mark voters' fingers, preventing fraudulent duplication of votes and symbolizing their participation in the democratic process.
To highlight this issue and encourage greater civic engagement, The Times of India, in collaboration with Havas Creative India, took a bold and innovative step. For the first time in the history of the newspaper, the pages of The Times of India and The Economic Times were printed entirely in purple ink, mirroring the color of the electoral ink. This striking visual departure from the traditional black print served as a constant reminder of the importance of voting.
The campaign went beyond just a visual statement. For every 132 registered voters who did not cast their vote, one page was printed in purple ink. This resulted in a total of 2.28 million such prints, each carrying a powerful message: "Don't waste a drop of electoral ink. Don't waste the power of democracy." The simple yet profound message aimed to transform the perception of the ink from a mere mark to a symbol of democratic power and responsibility.
The impact of the "Ink of Democracy" campaign was significant. It sparked conversations across the nation, urging citizens to value their right to vote. Despite an intense heatwave during the election period, India witnessed a record-breaking voter turnout, with 642 million people casting their votes. This was an increase of 30 million voters compared to previous elections, demonstrating the campaign's success in mobilizing citizens. The campaign also saw a 280% increase in brand mentions and engagement.
The campaign's success can be attributed to its simplicity, strong visual impact, and powerful message. By using the newspaper itself as a medium, "Ink of Democracy" effectively reached a wide audience and integrated the message into their daily lives. The campaign cleverly utilized the existing ritual of reading the newspaper to remind people of their democratic duty.
The Gold Lion at Cannes Lions 2025 is a testament to the creative excellence and social relevance of the "Ink of Democracy" campaign. It underscores the power of advertising to not only promote brands but also to address critical social issues and inspire positive change. The award recognizes the collaborative effort of Havas Creative India and The Times of India in creating a campaign that resonated with the nation and contributed to a stronger, more engaged democracy.
Rana Barua, Group CEO, Havas India, South East Asia and North Asia, expressed immense pride in winning the Cannes Lions, emphasizing the agency's belief in the power of creativity to shape conversations and spark change. Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Creative India, highlighted the patience and tenacity of her team, particularly Soham Ghosh, Ravinder Kumar and Annie, in bringing the idea to life.
