How Indian Railways Used a Lottery to Fight Fare Evasion

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If you’ve ever travelled by train in India, you know what a chaotic miracle the whole system is. Over 24 million people use Indian Railways every single day. But with that scale comes one big problem- ticketless travel.

People skipping fares. And that adds up to losses in the hundreds of millions.

Now, Indian Railways could have gone the usual route- stricter checks, more fines, more rules. But instead, they did something unexpected.

They gave passengers a chance to win money.

In partnership with FCB India, the Mumbai division of Indian Railways launched Lucky Yatra. With this, every valid train ticket automatically entered the passenger into a daily lucky draw with cash prizes.

No extra cost. No extra effort.

Just follow the rules and you could win.

Now, this is where it gets clever.

India spends over $30 billion a year on lottery tickets. That’s how deeply the dream of “ek din badal jayega sab” is rooted in our culture. Lucky Yatra took that insight and applied it to a daily, mundane behaviour of buying a train ticket.

Instead of scaring people into compliance, they inspired them into it.

If you're working on a brand that deals with habit formation, public service or any sort of human behaviour, Lucky Yatra is worth studying.

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