MUMBAI: On 31 December, Aaj Tak turns four and the news channel has rolled out an anniversary contest for its viewers. The contest started on 20 December and will run till 30 December. Two days into the contest and it has already received an overwhelming response from viewers.

The objective is to use the occasion of Aaj Tak’s anniversary and the New Year to involve viewers in an exciting contest, which compliments this season of celebration and splendour.

The prize being offered in the contest is an exclusive diamond set worth Rs 1.1 million, which can be won by one winner. The contest is based on the reverse auction format, wherein the lowest unique bid is the winning entry.

To participate in this contest, a viewer needs to SMS 'BID' followed by their amount to 2424. The winner will be announced on 31 December on Aaj Tak.

Interestingly, Aaj Tak has had a successful legacy in pioneering SMS based interactivity in the television space and had recently received a citation in the Limca Book of Records for a record breaking number of SMS responses from its viewers.