TOI’s 'Ink of Democracy' wins Gold at Cannes Lions 2024
By Staff writer in Media News on Friday, 20th June 2025 at 5:35pm
To remind people of the power of voting, The Times of India and The Economic Times launched the impactful ‘Ink of Democracy’ campaign, now a Gold winner at the Cannes Lions 2024 in the Print & Publishing category.
Created by Havas Creative India, the campaign used purple ink, the same shade used to mark voters’ fingers, to print entire newspaper pages. These symbolic pages represented the one-third of Indians who didn’t vote in the 2019 elections, leaving 7,500 litres of indelible ink unused.
The special pages ran in TOI’s Mumbai, Delhi, and Kolkata editions, and in ET’s Bengaluru edition. Each purple page stood for 132 missed voters, totaling 23 lakh pages with the message: “Don’t waste a drop of electoral ink. Don’t waste the power of democracy.”
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