NEW DELHI: SMS strikes again.

24-hour Hindi news channel Aaj Tak has taken the interactive route once again with the Amitabh Bachchan Contest that began on 8 October and ends today.

The first day of the contest resulted in more than 1,00,000 responses, claims the channel. Aaj Tak tried the SMS contest track during the Soccer World Cup which took place earlier this year with the introduction of the World Cup Soccer SMS Contest, followed by Sachin Tendulkar Congratulatory messages.

Currently, daily questions on Bachchan and his movies are being asked, and there are five daily prizes of Rs 10,000 each apart from 1,000 Parker pens for the entire contest.

The Aaj Tak ICC Champions Trophy Cricket Contest, that began on 12 September and was on till 29 September, generated 1.5 million responses for a period of 17 days from across the country. North and West were the major respondents, while the South was not far behind with more than 15 per cent of the total responses. Daily prizes included Parker pens, gold coins, gift hampers worth Rs 5,000, apart from three bumper prizes of a Maruti car each.