Episode 106 Awarded Campaigns: Lucky Yatra, on how a ticket-lottery turned fare dodgers into paying passengers

In this episode, MichaelAaron and Richard launch a new series by unpacking Lucky Yatra, an award-winning Indian Railways campaign that turned tickets into lottery entries. They explore how uncertain rewards, positive framing, and smart incentives drove a 34% rise in ticket sales

Episode Highlights

03:59 – 05:59

Indian Railways and FCB India tackled rampant fare dodging by turning train tickets into lottery entries. This creative shift increased ticket sales by 34% and generated $685 million.

07:56 – 09:10

Research by Nina Mazar suggests that uncertain rewards are often more motivating than fixed discounts. In her study, people bought 43% more when offered a chance at a free item.

18:51 – 20:30

While lotteries are generally effective, massive prizes can backfire by creating suspicion. During COVID-19, large state lotteries failed to boost vaccine uptake due to seeds of doubt.