e4m@Cannes: ‘Ink of Democracy’ bags Gold for Havas India

Created in partnership with The Times of India and the Election Commission, the campaign turned voter apathy into visual impact by printing entire newspapers in unused electoral ink

by e4m Desk
Published: Jun 17, 2025 1:32 PM | 2 min read

Havas India has clinched a Gold Lion in the Print & Publishing category for "Ink of Democracy," a powerful statement on civic participation.

Created in partnership with The Times of India and the Election Commission, the campaign turned voter apathy into visual impact by printing entire newspapers in unused electoral ink.

Each purple front page became a call to action, urging readers to value their vote and never waste the ink that symbolises democracy. With stunning symbolism and data-driven storytelling, the campaign made headlines that mattered.

The Times of India and The Economic Times, just before the 2024 elections, printed pages in purple ink instead of black. For every 132 absent voters, one page was printed, totalling 2.28 million prints. The ink—a mark of democracy—became a reminder to defend it. Post the campaign, India witnessed a world record of 642,000,000 voters turning up to cast their vote.

On the Gold win, Rana Barua, Group CEO, Havas India, South East Asia and North Asia said, “Winning a Cannes Lions for Ink of Democracy is a moment of immense pride, for the work, the people behind it, and what it stands for. At our core, we’ve always believed in the power of creativity. We truly believe it has the power to shape conversations and spark change. I’m incredibly proud of Anupama, Ravinder, Soham and our team that brought this idea to life. Also, a huge shoutout to Team TOI, Joji, and our global team for their belief in the idea and all the support. Here’s to a team that continues to raise the bar, pushing boundaries with integrity, heart, and fearless creativity.

Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Creative India said, “From the moment we thought of Ink of Democracy, I knew in my gut this idea needed to be made and needed to be seen by the world. It wasn’t loud or flashy, but it had truth, purpose, and heart. One thing I held onto was patience. And a quiet tenacity to see it through, no matter how long it took. What makes this Cannes Lions win truly special is my young team that brought it to life — Soham, Ravinder, and Annie — who poured everything into it. They carried the idea with courage and craft, and I couldn’t be prouder.