Indian Railways’ Lucky Yatra has earned a place in a leading advertising hall of fame, being recognised as a standout idea executed with sharp creative clarity. Conceptualised by FCB India for Mumbai’s suburban railway network, the campaign tackled ticketless travel by turning valid train tickets into lottery entries, offering commuters daily cash prizes of ₹10,000 and weekly rewards of ₹50,000 linked to unique ticket numbers. Rolled out by Central Railway, a zonal arm of Indian Railways, the initiative reframed ticket purchase as an exciting opportunity rather than a compliance burden, driving both behavioural change and public engagement.
For its 2025 edition, the IMPACT editorial board assessed campaigns on parameters including narrative strength, originality, creative execution, production quality, and cultural relevance. Lucky Yatra stood out for its simple yet powerful insight and mass resonance, securing its spot among India’s most impactful advertising efforts of the year.
