Train travel in India is a daily ritual for millions—predictable, practical, and often overlooked by marketers. But IRCTC, in partnership with Paytm, flipped that narrative with “Lucky Yatra”, a campaign that turned every train ticket into a potential lottery ticket. By gamifying the booking experience, they injected thrill into an otherwise transactional moment. It wasn’t just about travel—it was about possibility.
Campaign Overview
“Lucky Yatra” launched as a limited-time promotion where every confirmed train ticket booked via Paytm automatically entered the passenger into a daily and weekly prize draw. Prizes ranged from cashback and vouchers to free trips and branded merchandise. The campaign was promoted through in-app banners, push notifications, and social media content that emphasized the thrill of winning while traveling.
The visual identity leaned into festive motifs—golden tickets, confetti, and celebratory typography—making the experience feel like a celebration of movement. The campaign also aligned with India’s broader push toward digital adoption and gamified commerce.
Campaign Objective
The campaign aimed to increase engagement on IRCTC’s digital booking platforms, especially via Paytm, while driving awareness for digital payments and loyalty programs. The goal was to make train ticket booking feel less like a chore and more like a chance to win. By turning every ticket into a lottery entry, IRCTC and Paytm hoped to boost app usage, encourage repeat bookings, and create buzz around digital rail travel.
Execution
Gamified Booking Flow: Every train ticket booked via Paytm became an automatic entry into a lottery system, with winners announced daily and weekly.
Digital Integration: The campaign was embedded into Paytm’s app and IRCTC’s booking flow, requiring no extra steps from users—just book and wait.
Reward Mechanics: Prizes included cashback, travel vouchers, free upgrades, and branded goodies, creating tangible incentives for repeat bookings.
Push Notifications & In-App Banners: Real-time alerts informed users of their entries and winnings, keeping engagement high.
Social Amplification: Winners were encouraged to share their “Lucky Yatra” moments online, turning personal wins into public buzz.
Brand Impact
“Lucky Yatra” elevated IRCTC’s and Paytm’s perception as user-first, digitally savvy platforms. It reinforced their role not just as service providers, but as experience creators. The campaign also helped normalize digital ticketing among less tech-savvy users by adding a layer of fun and reward. For Paytm, it strengthened its positioning as a lifestyle app—not just a payment tool.
Results
The Lucky Yatra Campaign was an extraordinary success, driving a 34% increase in sales with an investment of $1.4 million in prizes that generated $685 million in revenue. Delivering an impressive 490:1 ROI (prizes to revenue), the campaign saw 416 yearly winners, achieved 560 million impressions, and recorded an outstanding 95% positive sentiment.
Lessons Learned
“Lucky Yatra” teaches us that gamification works best when it’s invisible. Users didn’t have to opt in or change behavior—they just booked as usual and got rewarded. The campaign also shows the power of emotional triggers in transactional spaces. By adding a layer of surprise and delight, IRCTC and Paytm turned a mundane moment into a memorable one. Finally, it highlights the value of platform-native mechanics—embedding the experience where users already are.
