Havas India has secured three coveted shortlist positions at the Cannes Lions International Festival of Creativity 2025, with its powerful campaign ‘Ink of Democracy’ for The Times of India making a striking impression. Submitted by Havas, Mumbai, the campaign has been acknowledged across three distinct subcategories within the Print & Publishing Lions:
- Innovative and Adapted Use of Print & Publishing
- Single-Market Campaign
- Corporate Purpose & Social Responsibility
The campaign was developed for Bennett, Coleman & Co. and reflects a layered and resonant narrative that impressed jurors with its blend of creative innovation and purposeful communication. While ‘Ink of Democracy’ is currently the sole shortlisted campaign from Havas, its recognition across multiple competitive categories positions the agency as a formidable contender in this year’s Print & Publishing awards.
Created in collaboration with The Times of India and the Election Commission of India, ‘Ink of Democracy’ directly addressed chronic voter apathy during the 2024 Indian General Elections, where 33 per cent of eligible voters abstained—leading to an estimated 7,500 litres of unused electoral ink.
To transform this sobering statistic into a rallying cry, the campaign saw newspapers—including The Times and The Economic Times—printed entirely in the iconic purple ink used to mark voters’ fingers. For every 132 non-voters, one full purple-ink front page was produced, culminating in 2.28 million such pages, each carrying a powerful message: “Don’t waste a drop of electoral ink. Don’t waste the power of democracy.”
The Cannes Lions Awards will be announced between 16th and 20th June 2025, with additional shortlists from other categories anticipated in the coming days.
