Rewind a bit to Kaun Banega Crorepati’s second season, aired from mid-2005 to early-2006. It was Comviva’s (formerly Bharti Telesoft) tele-voting app for Airtel subscribers that had millions of viewers flooding the show with SMSes for a chance to win a place on it. Airtel’s peak load capacity was utilised only for 15 minutes after each episode but costly resources got blocked over the rest of the day when only 4-5% of the network was put to use. Not only that, critical user profile data was generated but not used. Brij Mohan Mahendru, 37 years old at the time, was watching the show keenly for reasons entirely other than the Big B’s charms.
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