In India, millions ride the train every day. The problem? Many of them don’t pay the fare. It’s a massive, ongoing problem for Indian Railways.
They could have gone the enforcement route: more agents, more checks, more fine, more barriers. But instead, they chose something smarter. And way more fun.
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Enter “Lucky Yatra” – a campaign that turns every legal train ticket into a lottery ticket.
That’s right: buy a legit ticket, and you’re automatically entered into a draw to win real cash. Suddenly, being a law-abiding passenger isn’t just the right thing, it’s the rewarding thing.
Why this works:
- It flips the narrative. From “you have to buy a ticket” to “you get to win something.”
- It taps into existing behavior. Lotteries are already culturally embedded and widely loved.
- It feels like a win-win. Indian Railways gets more paying customers.
The marketing takeaway?
Sometimes the smartest solution isn’t a crackdown. It’s a trade-up. Incentivize good behavior. Turn dull compliance into cultural participation. Make the right choice feel like a lucky one.
