Zee is planning a love story in August with Iqbal Khan and Binny Sharma of Dance India Dance fame and so in a bid to involve the audiences right from the inception stage the channel has decided to present them with an interactive marketing experience. The campaign would include and involve the audience in shaping the show at every stage. The first phase calls out to viewers to participate in the naming of the show. The story is about Rudra who has everything in life but love and Gauri, who has no place for love in her life. Together, they complete each other and fall in love. Having declared this basic premise of the show to the audience on air, on radio and on the channel’s official website, Zee has called for suggestions for the name of the show. Viewers who wish to participate in the naming of Zee TV’s new show can email their name suggestions to them. Even the hoardings and other creative inputs that would go up will invite viewer participation. The channel also has plans of inviting viewers to share their own unique love stories in the later part of the campaign. Explaining the rationale behind this initiative, Akash Chawla, Head- Marketing, Zee TV said, “This is just the beginning of an endeavour on our part to involve our viewers in shaping the shows we bring them. When people spend their creative energies towards naming a show and selecting the final creatives for its promotional hoardings, there is an instant sense of belonging towards the show.”