Radio Mirchi and Mumbai Local Team Up to Make Daily Commutes More Rewarding

In a fresh move to promote responsible commuting and curb ticketless travel, the Mumbai Division of Central Railways has rolled out the 'Lucky Yatra' campaign. This initiative transforms every valid train ticket into a chance to win exciting prizes, encouraging commuters to travel with proper tickets.

The campaign is being executed in collaboration with Radio Mirchi, which joins as the official media partner. With its wide listener base and dynamic content formats, Radio Mirchi will play an instrumental role in creating buzz, engaging with daily commuters, and announcing winners through its platforms.

Mumbai’s local train network sees over 7.5 million passengers daily, making it one of the busiest in the world. 'Lucky Yatra' aims to tap into this massive audience by rewarding law-abiding passengers and fostering a sense of pride in doing the right thing by purchasing a ticket.

Participation in the campaign is simple and inclusive, any commuter with a valid ticket is eligible. Winners are selected through a fair process, and prizes include merchandise and other exciting giveaways, adding an element of surprise and joy to the daily journey.

By offering rewards for lawful behavior, Indian Railways is taking a creative step to reduce revenue loss and enhance the overall commuter experience. The initiative focuses not just on enforcement but on positively reinforcing the right behavior.

‘Lucky Yatra’ reflects how public institutions can team up with media partners to drive meaningful change. With Radio Mirchi on board, the campaign has the potential to reach millions, making responsible travel not just necessary but rewarding.

Benefits of transit marketing

• High Visibility & Reach

Transit ads (on buses, trains, auto-rickshaws, etc.) are constantly on the move, exposing your brand to thousands of people daily across diverse locations—perfect for mass awareness.

• Cost-Effective

Compared to TV or print, transit media offers high reach at relatively lower costs, especially for local or regional campaigns.

• Extended Exposure Time

Commuters often spend time waiting for or traveling in public transport, giving your ad more time to register and make an impact.

• Geo-Targeting Advantage

You can strategically place transit ads in specific routes or areas, helping target your audience demographically or geographically.

• High Recall Value

Creative, eye-catching ads on vehicles or inside transit shelters tend to stand out in traffic, resulting in better brand recall compared to cluttered digital or print ads.

Transit Media helps your brand travel with your audience. At Excellent Publicity, we use buses, trains, and autos to put your message in front of thousands every day. It's an easy and effective way to increase visibility and reach more people. Stay with us to learn how transit media can grow your brand.