In the previous Indian General Elections, around 33% eligible voters didn’t turn up due to laziness, lack of awareness, and political alienation. This led to 7,500 litres of unused electoral ink - a purple-coloured ink, normally used to mark fingers after voting to prevent duplication of votes. For the 2024 elections, The Times of India and The Economic Times printed their pages in purple ink instead of the traditional black. For every 132 absent voters, one page was printed, totalling 2.28 million prints and one appeal: “Don’t waste a drop of electoral ink. Don’t waste the power of democracy.”