Indian Railways's Lucky Yatra initiative fails to boost ticket sales
Central Railway tried to make buying train tickets more exciting by launching the 'Lucky Yatra' campaign—think daily cash prizes and weekly jackpots for uploading your ticket online.
The idea was to cut down on ticketless travel, but from March to June, barely anyone joined in.
Only three people actually claimed prizes, and ticket sales didn't really budge, so the program was quietly shelved.
Lesson in how public campaigns succeed (or flop)
It's a reminder that even creative ideas need real buy-in to work—just dangling rewards isn't always enough.
Ironically, while commuters mostly ignored it at home, the campaign won big awards abroad for its fresh approach.
If you're into how public campaigns succeed (or flop), this one's a lesson in what clicks—and what doesn't—with everyday people.