How Indian Railways turned ticket evaders into lottery contestants

In a creative twist on daily commuting, Indian Railways and FCB India Mumbai launched Lucky Yatra, a campaign that transforms every valid train ticket into a lottery entry and picked up the PR Grand Prix at Cannes Lions 2025.

With over 7.5 million people riding Mumbai’s local trains each day, the initiative targets the chronic issue of ticketless travel.

41% don’t pay for tickets which is a big financial problem and drains railway revenue.

Instead of shaming fare-dodgers, Lucky Yatra flips the script tapping into India’s $28 billion lottery habit by making tickets a chance to win daily cash prizes.

“By shifting the conversation from penalty to possibility, Lucky Yatra is reshaping how passengers view train tickets,” said Rakesh Menon, CCO at FCB Interface. “No longer just a fare it’s a chance to win big.”

The campaign is part creative hack, part behavioural nudge delivering on the promise of “creative commerce” that’s been big at Cannes in recent years.

Promoted through OOH, digital, on-train messaging and radio, the campaign ensures Mumbai’s commuters can’t miss it – and now neither can the industry.

 

Behind the Campaign