Lost Votes by J. Walter Thompson

India's third largest newspaper - The Times of India (TOI) - has launched a 'Lost Votes' campaign that calls for electoral reform to bring in the vote of Indian migrants into the general election this year.

The general elections are due to be held in India between April and May to constitute the 17th Lok Sabha.

The nationwide campaign developed by J. Walter Thompson highlights that although bank accounts and mobile phone numbers can travel with the 16million Indians currently living outside the country - their right to vote does not.

Thus, in the lead up to the elections, TOI wishes to generate conversations over these lost votes, to turn them into votes that count.

The campaign resonates with TOI's philosophy of 'Change Begins Here' and the newspaper believes it has the potential to positively impact India's democracy.