What's the good word?

Lord K turned hurriedly away from the mirror barely giving himself a second glance. As he turned a streak of light flashed from the mirror, followed quickly by another. He didn't notice.
He left, making his way to the local pub for some rum and some food and company. He sat sipping his rum and watching her. She seemed so familiar. And then suddenly, he doubled over with pain. He couldn't tell what had hit him. When he opened his eyes he saw her leaning over him a look of mild concern on her face. 'Come with me', she whispered. 'Quickly'.
Too disoriented to think clearly he struggled up and holding on to her, they made their way out into the street. 'I'm going to give you a clue', she said to him.
'What?' he looked confused.
'What's the good word for, Deadly sins, Dwarves, Brides&Brothers ?', she asked, ignoring his confusion. ' Think.' She said. 'You could be our one chance at winning this round'.
'Listen lady, he said. 'I don't know what you're talking about. I don't think I care. The only thing I want right now is a hot bath and a bed and a woman. Interested?'
'I'm sorry .'he said, almost immediately contrite. 'I didn't mean to sound that way. I think I'd better just go home.'
'It's too late for that.' He was politely informed. 'Your answer , if you answer correctly is the only thing that can save us now.
It's the key to WHAT."
'What?' Sir Kamal asked again, even more confused.
'WHEN, WHERE and WHY can come later.' the lady continued, ignoring him some more.
'Here, this might help', she then said, handing him a glass of hot toddy. 'It's been known to help people think clearly.'
Sir Kamal tentatively takes a sip.
The number 7 slowly forms in his mind. Deadly sins? He wonders.
Snowhite and the 7 dwarves? Enlightenment dawns.
7 Brides for 7 Brothers! he shouts out aloud. Full excitement.

777 he loudly proclaims.





The word? - 777
The when?- 6th July 2007
The where?- Maya, 3rd Floor, Bombay Stores, M.G. Road
The why?- Because we like him