Indiantelevision.com Team

MUMBAI: Touted as the first time ever in Asia (and in India) in one of India's largest SMS activity, Star 7827 launched its reverse auction - 'Kismat Jagao 7827 Lagao'. which generated over 6.7 million text messages over 14 days. Jaya Jetley, 35 years of age working as a senior tax assistant in the Income tax office at Delhi became the proud owner of jewellery worth Rs 2 million by placing the single lowest bid of only Rs 95.72. Jetley sent over 1000 SMS text messages to 7827 in order to secure the lowest winning bid.

This SMS activity on mobile phones supposedly generated a phenomenal response from around the country. On stake was jewellery worth Rs 200 million. This was a reverse auction where ,unlike a normal auction where the highest bidder wins, in this case the buyer was one who bid the single lowest bid, turning this into an auction that millions of mobile phone users could participate in.

Speaking on the same Star India CEO Peter Mukerjea said, "Star in India is a mass market brand and we are happy with the record response of over 6.7 million messages generated in just 14 days. 'Kismat Jagao 7827 Lagao' is just the beginning of a series of unique applications that will power Star's wireless shortcode 7827. We have always endeavored to excite the masses with content and will now be extending our leadership to the area of mobile phone interactivity as well. This will ensure the tumultuous response to enter the Guiness / Limca Book of records as the single largest wireless/text mobile phone activity to generate over 6.7 million messages in 14 days shattering all previous records set in this genre"