To curb the chronic issue of fare evasion, Mumbai Division of Indian Railways has teamed up with FCB India to launch Lucky Yatra—a campaign that rewards rather than penalises. With over 24 million passengers using the network daily, the initiative transforms every valid train ticket into a potential lottery ticket, turning routine travel into a rewarding experience.
Incentives Over Penalties
Under the Lucky Yatra scheme, suburban train passengers with valid daily tickets or season passes stand a chance to win Rs 10,000 every day and a bumper prize of Rs 50,000 every week. The campaign is designed to run for eight weeks and comes at zero cost to commuters, fully funded by FCB Interface Communication Pvt Ltd.
The goal? Encourage compliance by tapping into India’s deep-rooted love for lotteries—worth over $30 billion annually—by offering daily rewards for lawful behaviour.
From Fare Dodging to Fair Play
Currently, an estimated 20 percent of the 4 million daily commuters on Mumbai’s Central Railway travel without tickets. Traditional fines and enforcement drives have not yielded sustainable results. Lucky Yatra flips the script by making valid ticketing not just mandatory, but also potentially profitable.
Each ticket is now embedded with a unique number that enters the passenger into a lucky draw, promoting behavioural change through positive reinforcement.
A Creative Twist to Public Service Reform
The campaign is being hailed as a clever use of “creative commerce” in public transport. “It’s no longer just a fare—it’s a chance to win big,” said Rakesh Menon, Chief Creative Officer at FCB Interface. The strategy demonstrates how gamification can help public authorities re-engage citizens through reward-based systems.
How Lucky Yatra Works
A ticket examiner randomly selects one valid ticket holder each day for the Rs 10,000 prize, while a weekly draw offers Rs 50,000. All ticket types—including mobile and vending machine bookings—are eligible. There’s no extra cost, only the promise of reward for honest commuting.
Officials hope this fresh approach will reduce the daily average of 4,000–5,000 fare evaders while improving goodwill and boosting digital ticketing uptake.
