Loksatta's snakes & ladders: Ancient game with mod gifts

The traditional game of snakes and ladders has never been more rewarding: at stake are diamond pendants from D'damas and more than 5000 other items like Benetton wallets and shades; travel bags; travel irons; and i-ball headsets. The ancient board game has become more exciting thanks to Loksatta's newest reader-engagement programme, Khel Saanp Sheedicha.

Loksatta's version of the game, involving readers in Mumbai and Pune, will be played by the standard rules, and the prizes will be awarded every week.

The game cards were distributed with Loksatta in Mumbai and Pune on April 4, and at various locations across Mumbai and Pune between April 4 and 7. Each game card has a snakes and ladders grid and a unique six-digit serial number. Each day, Loksatta will feature a condition linked to the serial numbers. Players will have to make their moves accordingly. Winners will be announced every week for six weeks, from April 8 to May 19.

Pavita Puri, the group brand head of the Indian Express Group, has told the media: "Loksatta enjoys a very strong relationship with its readers. Khel Saanp Sheedicha is another opportunity for us to connect and engage with them, and also to attract new readers."

The promotion was launched with an extensive campaign involving print, outdoor, radio and BTL activity.

The lineage of Khel Saanp Sheedicha can be traced to Loksatta's regular reader-engagement initiatives such as Yashasvi Bhava (study series for X standard Students); Gatha Dnyanachi (scrapbook competition for IV-IX standard students); and Ganesh Utsav Murthy Spardha (sarvajanik Ganesh pandal contest).