MUMBAI: In a bid to generate maximum excitement around the 27 October airing of the Oscar-nominated blockbuster Lagaan (which means tax), Sony Entertainment Television has announced a special "Lagaan Maaf Contest".

As part of this contest, viewers will be asked a question during the screening of the movie. Amongst all the participants that answer the question correctly, 11 lucky winners will be selected through a random draw. Sony Entertainment Television India will reimburse these 11 winners of their previous year's income tax up-to-a maximum of Rs 50,000.

Lagaan airs on SET on Sunday, 27 October at 7 pm. In addition, a special half hour episode capturing the very best moments of this great movie - The Spirit of Lagaan - will be telecast on Tuesday, 22 October at 8 pm on SET.

A multi-media campaign has been planned to promote the premiere of Lagaan on television. According to an official release, the "Lagaan Maaf Contest" is positioned as a key marketing driver to encourage mass participation of the viewers through press, outdoor and radio advertising targeted at all Hindi speaking towns.

The promos of the movie are already on air and the "Lagaan Maaf Contest" promos kick-start from October 14, 2002.

The movie has generated considerable interest amongst advertisers and sponsorship has already been sold out, the release states. A string of activities are planned for the advertisers to create and sustain the build-up to the premiere.