India’s Radio Mirchi 98.3 FM has joined hands with Sony Entertainment Television (SET) for a radio version of the popular Indian television show Kaun Banega Crorepati (KBC) (Who Wants To Be A Millionaire?).

KBC is hosted by bollywood legend Amitabh Bachchan and its latest season’s tagline is ‘Yahan sirf paise nahi dil bhi jeete jaate hai’ (The show where just money but hearts are also won).

The on-air contest is called ‘Kaun Banega Lakhpati’ and is running on several Mirchi stations across India.

It starts on the breakfast show where RJ’s ask questions from the previous night’s show and invite listeners to answer.

The first person to text the correct answer is chosen as the day’s participant.

They are then asked a five questions, with the prize money snowballing from $166 (Rs. 10,000) for the first question, $414 (Rs 25,000) for the second question, $829 (Rs. 50,000) for the third, $1659 (Rs. 100,000) for the fourth and a bumper prize of $3318 (Rs. 200,000) on the fifth question.

So far, a listener from Mumbai has won Rs 200,000 and another from Delhi has won Rs 100,000.

SET senior VP and Head Marketing Gaurav Seth told indiantelevision.com:  “This unique contest was specially conceptualised to give our viewers an opportunity to play this great game and engage with our show.”

Radio Mirchi Mumbai cluster head Preeti Nihalani commented: “The tie-up amplified the interest level of the TV audience as well as the radio listeners. This activity has definitely got the audiences closer to the show.”