In a novel move to tackle the rising problem of ticketless travel, Indian Railways in Mumbai has introduced a creative solution that appeals to the nation's love for luck: a daily lottery.
Named Lucky Yatra, the initiative transforms every valid train ticket into a potential lottery entry. With each ticket containing a unique number, passengers now stand a chance to win daily cash rewards simply by purchasing a valid fare.
The concept was developed by FCB India, aiming to shift public behaviour from fare evasion to voluntary participation by turning a routine necessity into an exciting opportunity.
“By shifting the conversation from penalty to possibility, Lucky Yatra is reshaping how passengers view train tickets,” said Rakesh Menon, Chief Creative Officer at FCB Interface (part of FCB India). “No longer just a fare—it’s a chance to win big, demonstrating the sheer power of creative commerce to implement an innovative solution and ultimately change behaviour.”
The campaign has been rolled out across multiple high-impact platforms, including digital, radio, and contextual out-of-home (OOH) advertising in railway stations. Messaging has also been placed on trains, and station announcements remind commuters that their ticket could be more than just a boarding pass—it could be a life-changing opportunity.
The initiative comes in response to a significant surge in ticketless travel, which is costing the Indian Railways hundreds of millions of dollars annually. With over 24 million daily passengers, the potential impact of Lucky Yatra is considerable.
