Star 7827's last reverse auction which was held recently generated over 6.7 million text messages within a period of 14 days. On the last occasion, Jaya Jetley, a Sr. Tax assistant in the Delhi Income tax office became a proud owner of jewellery worth Rs. 2 million by bidding the single lowest bid of RS 95.72. Ms Jaya Jetley sent over 1000 SMS text messages to 7827 in order to secure the lowest winning bid. This was India's largest ever SMS activity on mobile phones.

This Diwali, the stakes seem to be even higher as the winning bidder gets to take home jewellery worth RS 2.5 million. The bidding for the Diwali second reverse auction - 'Kismat Jagao 7827 Lagao' commences 3 November and closes after 14 days on 17 November. The winner will be announced subsequently on 20 November.

On the occasion of the launch of 7827's Diwali reverse auction, Star India's CEO Peter Mukerjea says "We have always believed in constantly innovating and providing quality entertainment. We are now extending this relationship to mobile phone users also. Having pioneered the concept of Reverse Auction, we intend to leverage its tremendous potential & grow on this overwhelming response."

In order to participate in the auction, a mobile user needs to type 'BID' followed by a space and then their personal bid amount i.e. BID 6.44 or BID 16.94 etc, and send it to 7827. The Bidding is allowed upto two decimal places. Unlike a normal auction where the highest bidder wins, Kismat Jagao 7827 Lagao is a reverse auction bid where the mobile user with the single lowest unique bid is pronounced the winner.The jewellery is designed and sold by Eros Jewelry.