MUMBAI: Electronics major Sansui that has stepped in to sponsor the new look musical game show Antakshari on Zee TV, has launched an innovative marketing campaign.

Customers of Sansui colour television sets are now entitled to a free auditon form for Antakshari. The new format Antakshari, a departure from the earlier one which ran for a marathon 10 years, includes the elimination of the qualifier rounds. It also restricts the number of rounds in each episode to three, unlike in the previous format, which had several rounds before the final.

Sansui India chief operating officer Anil Khera says:"The idea behind the new format is to have frequent winners". Instead of the regular screen in the background, song clips during the episode will now be shown on the Sansui Flat TV.

Winners will be entitled to a 22-inch Flatotron television, while the first runner up and the second runner up will be gifted a 14- inch television and a DVD player respectively. The audience too stands to win Sansui goodies.