Ticketless travel is a chronic problem in Mumbai’s local trains.
Enforcement hasn’t helped.
But this is India—a country where ₹50 lottery tickets fuel billion-rupee dreams (and daily debates about “almost winning”).
So instead of cracking down harder, Indian Railways leaned into culture.
With Lucky Yatra, every valid train ticket now becomes a lottery ticket.
Daily cash prizes for doing the right thing.
A behavioural nudge disguised as a thrill.
Created by FCB India, and launched across high-impact OOH, digital, radio, and even the trains themselves.
It reminded me of another initiative I’d read about—
In 2015, the Romanian city of Cluj-Napoca offered free bus rides to commuters caught reading books.
Where Romania chose reading, India chose reward.
Both ideas demonstrate the same thing: clever incentives beat control.
Culture-led interventions can solve deeply systemic problems—if we listen well enough.
This is what good marketing does.
It doesn’t just sell.
It shifts.
This is absolute gold standard folks!
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