Indian Railways loses over $800 million annually due to fare evasion, a long-standing issue worsened by poor incentives and low morale among law-abiding passengers. While massive fines and checks target violators, honest travelers are left unrewarded.
With over 23 million daily passengers and an already strained system, the Indian Railway’s challenge isn’t just enforcement—it’s how to build a culture of integrity in a population where rule-following often goes unnoticed or unappreciated. The Lucky Yatra campaign reframed the problem not through penalties, but through positivity, recognizing honesty as a behavior worth incentivizing.
The insight stemmed from a cultural truth: millions of Indians buy train tickets every day without realizing that their compliance is a quiet act of civic virtue. But in a country where traditional lotteries are popular and widely aspirational, linking honesty to the possibility of winning created a new emotional incentive. Instead of viewing ticket checks as punitive, the campaign flipped the narrative—why not reward those who play by the rules, making every ticket a symbol of both access and opportunity?
Lucky Yatra turned ordinary train tickets into potential lottery tickets. Passengers who bought tickets were entered into a nationwide draw with monetary prizes. The ticket itself featured a unique code that travelers could scan using QR codes or SMS to see if they had won. Awareness campaigns spread the message through print, digital, and in-station media. Importantly, the rewards weren’t only monetary; they also included social recognition, including leaderboard-style announcements in crowded stations. This gamification of travel transformed public perception of Indian Railways, rewarding the honest and spotlighting a positive civic model.
The impact was extraordinary. With a $1.4 million investment in prizes, Indian Railways generated $685 million in revenue, a 490:1 return on investment. Sales increased by 34%, and the campaign created 416 winners in a single year, touching millions more with 560 million impressions and 95% positive sentiment. By changing behavior through positive reinforcement, Lucky Yatra succeeded not only in curbing fare evasion but also in rebranding the Indian Railways as a system that honors its most honest passengers. It wasn’t just a lottery—it was a cultural intervention that proved that integrity, when acknowledged, can be contagious.
AWARDS
Cannes Lions 2025
CREDITS
Client: Indian Railways.
Creative Agency: FCB India, Mumbai.
Technology & QR Code Implementation: Railway Tech Systems & IT.
Public Relations: Indian Railways Communications Office.
Analytics and Measurement: Railway Revenue & Operations Division.
