MUMBAI: MTV has employed its out of the box thinking once again and launched the Bichde Hue Bhai contest - a first of its kind contest that makes fun of the Bollywood tradition of finding one's long lost sibling in a convoluted setting.

To be eligible to participate, viewers have to send a photograph along with a specific physical trait - a birthmark, an unusual hairstyle or even the kind of spectacles one wears. The last date for submission of entries is 14 October. If an identical match is found from another entry, depending on how zany or unusual the trait shared is, winners could fly to Singapore for the annual fair. Consolation prizes include mera bhai chor nahin hai tattoos, similar pairs of lockets as well as Ram and Shyam 'happy & lucky' T-shirts. Cadbury Dairy Milk is the official sponsor for the contest.