A well-run contest builds trust and an engaged audience. A badly run one creates complaints, legal risk and screenshots that spread. This guide covers the essentials for brands, colleges and organisers running contests for Indian participants. It's general guidance, not legal advice; for large or unusual campaigns, consult a lawyer.
Skill, not chance
Indian law treats games of chance with a stake very differently from contests of skill. The safest structure for a promotional contest is skill-based and free to enter: entries are judged on merit against published criteria, such as the best photo, essay, design or answer. Avoid requiring a purchase or payment to enter, and avoid winner selection by pure lottery where a payment is involved. State laws on gaming and lotteries vary, so take advice before using random draws.
Publish official rules
Your rules should be easy to find before anyone enters, and should cover:
- Who can enter: age, location and any exclusions, such as employees
- How to enter and the entry deadline, with time zone
- Judging criteria, weightings and who judges
- Prizes: exact description, value and any conditions
- How and when winners are notified and announced
- Intellectual property: who owns entries and how they'll be used
- Data protection: what personal data you collect and why
- How disputes and disqualifications are handled
Protect participants' data
Collect only what you need. Under India's Digital Personal Data Protection Act, 2023, you need a clear notice and consent for personal data, and extra care for children's data, including verifiable parental consent. Don't ask for documents such as Aadhaar until a winner is confirmed and only if genuinely required.
Handle prize tax properly
Prizes above ₹10,000 attract TDS at 30% (plus cess) under section 393(3) of the Income-tax Act, 2025. Decide in advance whether you'll pay the tax on top of the prize or deduct it, and say so in the rules. For prizes in kind, tax must be paid before the prize is released. See our prize tax guide.
Be transparent with winners
- Announce winners publicly, with permission, on the same channel you used to promote the contest.
- Never ask winners for fees, OTPs or bank PINs. Doing so makes you look like the scams participants have learned to avoid.
- Contact winners from your official domain or verified handles.
Get entries from the right audience
List your contest for free on iwin.in, or sponsor a featured placement or an iwin challenge. List an opportunity or see sponsorship options.
Next guide: Fellowships for young Indians: how to choose and how to apply