The Kahin To Hoga reverse auction for Rs 20-lakh worth jewellery has generated over 67-lakh text messages. Titled Kismat Jagao 7827 Lagao, the final winner of the prized possession was Jaya Jetley, a senior tax assistant at the Income Tax Department in Delhi. Her bid was the lowest at Rs 95.72.
In order to secure the lowest bid Jetley sent over 1000 text messages to STAR's 7827. Her efforts finally paid off.
Billed as the largest SMS activity in India, the reverse auction began on September 23 with the initiative on for 14 days. Bidding reached a feverish pitch towards the end of the stipulated time period with the tumultuous response ensuring a place for STAR India in the coveted Limca Book of Records.
"STAR in India is a mass market brand and we are happy with the response that our SMS activity has got," says STAR India CEO Peter Mukherjea.
The activity has buoyed sentiment within STAR India, opening new avenues of audience participation for the media house.
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow Us/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
/afaqs/media/media_files/2025/06/04/EpynvltnJCH3tkcVgk1z.jpg)