AKAM Souvenir Design Challenge


Azadi Ka Amrit Mahotsav is an initiative of the Government of India to celebrate and commemorate 75 years of independence and the glorious history of its people, culture, and achievements. This Mahotsav is dedicated to the people of India who have not only been instrumental in bringing India thus far in its evolutionary journey but also hold within them the power and potential to enable Prime Minister Narendra Modi's vision of activating India 2.0, fuelled by the spirit of Aatmanirbhar Bharat. The official journey of Azadi Ka Amrit Mahotsav commenced on 12th March 2021 which started a 75-week countdown to our 75th anniversary of independence and will end post a year on 15th August 2023.

Purpose of the Challenge

To celebrate the 75th year of Independence, as a tribute and love for the country every household should have a piece symbolising this milestone moment. To enable this idea, a unique initiative/challenge run by the Government of India for Indian designers to contribute in designing the souvenirs which can later be adapted to merchandise, gift articles, decorative handicrafts, accessories, stationary etc

Brief of the contest : Theme visualization

We are calling out budding/professional designers to create a unique and artistic design of any of the following themes of Azadi Ka Amrit Mahotsav and share your entry. The theme design should be print compatible, as the selected entry may later get adapted on Azadi Ka Amrit Mahotsav’s merchandise, gift articles, accessories etc and reach millions of Indian households. The design entry shall be invited under the following categories/themes:

  • Freedom Struggle
  • Unity
  • Cultural/Heritage Diversity - Pride in our roots
  • Development of the Nation
  • Resolve & Ideas

About the Awards

The awards are being proposed to be given as a personalised participation certificate(digital) from the Ministry of Culture.  In addition top designs in each category/theme will be given the cash prizes as follows:

  • First prize- INR 2,50,000/-
  • Second prize- INR 1,50,000/-
  • Third prize- INR 75,000/-
  • 5 Consolation prizes- INR 25,000 each
  • The winners will be felicitated by means of a Certificate and a Cash Award
  • The Cash Award cannot be replaced or exchanged.
  • In-case of joint winners, the awards would be divided amongst the winners
  • The Ministry of Culture, Government of India reserves the right to not announce/declare any awards in case no suitable entries are found.

Procedure for Applying

An application, complete in all respects, can be made by the applicant directly or they may be nominated by an institute/agencies
The application is open to all entities that meet the eligibility criteria mentioned in the Eligibility section of these guidelines.
The applications / nominations can be submitted through LINK.

The designs submitted under each category should be made around respective themes.

Participants should mandatorily share mockups of the designs on some of the accessories. Indicative list of such items include Note-pads, Cups, Sippers, Mouse pad, Bags (tote bags/gym bags/wallets), Cuff-links, Trays, Fridge magnets, Key Rings, Pen-drives, Laptop covers/skins, Stationary items, Shawls, Stoles, T-shirts, Caps, Broach, Mobile covers and Cases, Book marks or Decorative articles.

An applicant can nominate / can be nominated only if they are eligible and meeting all the criteria mentioned in the form


The intent of this challenge is to give designers an opportunity to celebrate Azadi ka Amrit Mahotsav and showcase their creativity and talent on a global platform. Participants under the campaign should be alumni/students of designing institutes recognized by Govt. of India or working with Design institutes/agencies. In addition, Organizations working in the field of Design may also participate.

In this regard, the applicants/nominees for these awards should have an innovative approach, creativity, and deep understanding of designing the souvenirs.

Screening Committee

A screening of all the applications/ nominations received will be done by a Screening Committee which shall be constituted by the Ministry of Culture.

Evaluation criteria

  • Theme design should be print compatible and adaptabile as AKAM Souvenir.
  • Innovativeness/Novelty of Design
  • Sync with the respective themes.
  • Aesthetics/ colour palette/ illustrations. 

Evaluation Guidelines

  • The Jury would be the apex decision-making body for both the selected entries and awards.
  • The Jury has the right to nominate any applicant.
  • While evaluation, the idea for which an applicant has demonstrated the parameters would be a key criterion.
  • Any jury member will be ineligible to serve on a Jury if his/her close relative is being associated with a particular applicant and the jury member will have the right to recuse himself/herself from the process.
  • The jury members shall maintain strict confidentiality regarding the deliberations of the meetings.
  • The jury members will be given a copy of the eligibility documents submitted by the applicant(s).
  • All Jury meetings will be held at New Delhi.
  • Each meeting of the jury will be recorded, and the minutes will be signed by all the jury members.
  • In the event of a jury member not being able to attend the meeting, he/she can convey his choice in writing.
  • The Chairperson of the Jury may seek advice of experts in specialized areas, whenever necessary.
  • The decision of the jury shall be final and binding and no appeal or correspondence regarding their decision shall be entertained.
  • The Jury may decide its own procedure for finalising the awards.

Evaluation Guidelines

  • The last date for submission of entries shall be 30th October 2022 and the Ministry reserves the right to reject any entries received after the last date of submission.
  • An Applicant will be disqualified for life if it is found that they are influencing any member of the jury by way of writing letters, sending emails, making telephone calls, approaching in person or any other similar activity in this regard. This disqualification would entail that the work of such disqualified persons would not be eligible for consideration of these awards.
  • An Applicant can also be disqualified for a period of three years, if any information provided by the Applicant is found to be incorrect, wrong or false in any manner.
  • Information provided by the Applicant will be deemed confidential and only used for the purposes of determining their eligibility.
  • While furnishing specific information in the entry form, the organization should ensure that complete postal address, email address, telephone number, mobile phone number and fax number (if any) are duly filled.
  • The Ministry may seek clarifications on the documents submitted.
  • Grievances, if any, shall be addressed by the Secretary, Ministry of Culture, Government of India, whose decision in the matter shall be final and binding.
  • Copyright of all designs submitted under the campaign shall lie with Ministry of Culture, Government of India
  • Designs should not hurt any social or religious sentiments and any section/ entity of the society in particular.
  • All entries/designs submitted under the campaign should be free of plagiarism and be original work of the person submitting the design.


Start Date 23rd September 2022
End Date 30th October 2022

Terms and Conditions

  1. All Indian citizens may participate.
  2. Participants are required to register themselves on the platform by filling a registration form
  3. Incomplete entries will not be considered.
  4. All entries obtained through unauthorized sources, or which are incomplete, illegible, mutilated, altered, reproduced, forged, irregular, or fraudulent in any way or otherwise not in compliance with the rules are automatically void.
  5. It is strongly advised not to wait until the deadline for the submission of entries. Organizers shall not be responsible for non-receipt of entries on account of server errors/ traffic.
  6. The organizers reserve the right to select or reject any submission without assigning any reasons whatsoever and without thereby incurring any liability to the participant(s) whatsoever.
  7. Organizers reserve to cancel the competition or modify the rules, dates of the competition anytime. The Organizers shall have no liability whatsoever for any inconvenience/loss directly or indirectly caused to any Participant due to such modification of rules/cancellation of competition and the Participants shall accordingly not be entitled to raise any claims pertaining to the same.
  8. Once the participants have made submissions on the platform, they shall have no claim even in the event of stoppage/cancellation of the competition.
  9. Removal/ voluntary withdrawal of members is not encouraged. No other form of modification will be entertained at any point.
  10. Once such a nomination has been received, organizers may correspond with the nominee/nominator for supplementary information, if necessary.