Indian Railways / IndiaPromo
Lucky Yatra.
Indian Railways tackled fare dodging by turning every valid train ticket into an entry for a lucky draw.
- Brand
- Indian Railways
- Agency
- FCB India
- Market
- India
- Region
- Global
The challenge
Ticketless travel was rising on India's rail network.
The idea
Tapping into India's love of lotteries, each purchased ticket automatically became a draw entry, with no app or extra step required. Paying the fare suddenly came with a chance to win.
Case study source: Activation Ideas Source ↗
