MUMBAI: Big 92.7 FM, in association with Aptech, has introduced a radio contest called `Lakshadipathi Yaaru` for listeners.

An interactive contest, it allows listeners to win up to R`s 1,00,000 every hour from 7 am to 10 am, beginning 20 August 2007 on the `Big Coffee` with RJ Kiran and Harsha every morning. Listeners can participate through a sms contest and one lucky entry chosen from the messages received will get to play the game for the hour.

The format of `Lakshadipathi Yaaru` contest or also called `Beat the bomb` will have a computerised voice rattling off amounts of money in increasing value, each amount separated by five seconds of silence (Rs.100¦Rs.250¦Rs.500¦Rs.1000¦ Rs.2000¦going up to Rs 1,00,000). The twist in the contest is the Bomb - which is planted between any two amounts. The caller has to beat the bomb and say `Stop` before the bomb explodes and if the bomb explodes before the caller can say `Stop`, the player loses everything he have earned that far.

Says Big FM`s Bangalore station head Kamal Mohandas, "The contest is extremely aspirational, and the format ensures that maximum number of our listeners get the opportunity to test their greed and luck for this clutter-breaking programming offering. The `Lakshadipathi Yaaru` is not just about fun and games for the callers, but also an innovative method to ensure frequency recall in addition to great content and listener involvement."

The contest is spread over 12 days and the `Lakshadipath`s` will be rewarded on 1 September 2007.