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In an innovative effort to curb ticketless travel and promote responsible commuting, the Mumbai Division of Central Railways has launched Lucky Yatra—a campaign that transforms every valid train ticket into a chance to win exciting rewards.

With over 7.5 million commuters travelling daily on Mumbai’s local trains, the issue of ticketless travel continues to result in significant revenue losses. To tackle this challenge, Indian Railways has taken a creative turn—tapping into India’s love for luck and lotteries. With Indians spending over $28 billion on lottery tickets annually, Lucky Yatra turns each train ticket into a potential prize-winning opportunity.

Conceptualised by FCB India, the campaign encourages commuters to travel with valid tickets by linking each one to a daily cash prize. It’s a behavioural nudge that moves the narrative from punishment to possibility.