Sony-Radio Mirchi tie up for on-air KBC contest

Called 'Kaun Banega Lakhpati', the contest will run in several cities across India. The objective is to bring the fans closer to the show through a different medium.

Sony Entertainment Television has tied up with Radio Mirchi for an on-air 'Kaun Banega Crorepati' contest. Called 'Kaun Banega Lakhpati', the contest will run in several cities across India. The objective is to bring the fans closer to the show through a different medium.

According to the channel, Radio Mirchi took the popularity of the show onto airwaves and gave listeners and KBC loyalists a chance to not only be part of the mega franchise but also be a double lakhpati. As a part of the contest, morning RJs floated questions from the previous night's episode of KBC and invited participation from Mirchi listeners. All they had to do to become a lakhpati was SMS the correct answer to the question.

The first person to send across the message with the correct answer (Fastest Finger First) became eligible to participate in the radio show on that day. The shortlisted contestant was then asked a series of five questions.

With each correct answer he or she proceeded to the next question of a higher difficulty and prize level. For instance, prize money for correctly answering the first question was Rs 10,000, it was Rs 25,000 for the second and so on, till, by answering the fifth and final question, the participant became eligible to win the grand bumper prize of Rs 2 lakh. Amongst many contest winners, Sultan Mohammedbhai Dalal won Rs 2 lakh on Hi Mumbai and Sunita Pokhriyal won Rs 1 lakh on Hi Delhi.

Gaurav Seth, SVP and head - marketing Sony Entertainment Television says, "This unique contest was specially conceptualised to give our viewers an opportunity to play this great game and engage with our show. I am extremely happy at the overwhelming response that the contest has received." Preeti Nihalani, Mumbai cluster head, Radio Mirchi, adds, "The tie-up amplified the interest levels of the TV audience as well as radio listeners. We received a tremendous response on air and appreciation from our listeners on Twitter and Facebook. This activity has definitely got the audiences closer to the show."

The show airs Monday to Thursday at 8:30pm.