MUMBAI:  Back with a grand opening, Kaun Banega Crorepati (KBC) has not left any stone unturned to stay true to its tagline, ‘Yahan sirf paise nahi dil bhi jeete jaate hai’ .

 After a stellar opening in Surat, the channel has now joined hands with the leading radio station Radio Mirchi 98.3 FM for an exclusive on air contest ‘Kaun Banega Lakhpati’ in several cities across India.

With this unique innovation, Sony Entertainment Television (SET) intended to bring their fans closer to the show through a different yet successful medium. Radio Mirchi gave listeners and KBC loyalists a chance to not only be part of the mega franchise but also be a double lakhpati.

Speaking about this unique contest, SET senior VP and head  marketing Gaurav Seth said, “This unique contest with Radio Mirchi was specially conceptualised to give our viewers an opportunity to play this great game and engage with our show. Sitting on a hot seat is a dream come true for every viewer and this contest was the perfect platform for them. I am extremely happy at the overwhelming response that the contest has received.”

For the contest, morning RJ’s floated questions from the previous night’s telecast episode on air inviting Mirchi listeners to answer. 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 be a contending participant in the radio show on that day. The shortlisted contestant was then asked a series of five questions. Prize money for correctly answering the first question was Rs 10000, for the second question it was Rs 25000, for third it was Rs 50,000, fourth was Rs 1,00,000 and finally by answering the fifth and final question the participant became eligible to win the 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.

Commenting on this, Radio Mirchi Mumbai cluster head Preeti Nihalani said, “KBC is one of the biggest and most admired shows on television. Radio Mirchi is delighted to associate with a show that is so close to the hearts of people around the country. The tie-up amplified the interest level of the TV audience as well as the radio listeners and gave them a chance to be a lakhpati sitting at home.  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.”