Lucky Yatra

Overview

Lucky Yatra transformed Mumbai's suburban railway tickets into lottery entries with daily cash prizes of ₹10,000 and weekly prizes of ₹50,000. Created by FCB India, it won India's only Grand Prix at Cannes 2025 in PR, along with six Gold Lions, making it India's top-performing Cannes campaign that year.

Problem

Indian Railways loses over $800 million yearly due to ticketless travel. In Mumbai, 41% of 7.5 million daily commuters travel without valid tickets. Traditional fines and checks failed as there was no positive incentive for honest passengers.

Solution

Leveraging India's $28 billion lottery market, FCB India made each train ticket a lottery ticket with unique numbers entering daily draws. The campaign spanned OOH at stations, on-train ads, live announcements, radio (Radio Mirchi), and digital channels, ensuring wide visibility.

Outcome

Lucky Yatra boosted public engagement, garnered coverage in 350+ media outlets, increased ticket sales, and positively influenced commuter behavior. It demonstrated that creativity can encourage civic responsibility without coercion and contributed to India's record 32-Lion win at Cannes 2025.