MUMBAI: Hindi general entertainment channel (GEC) NDTV Imagine has tied up with online gaming portal Zapak.com to promote its latest show-based game, Pati, Patni Aur Woh.

Conceptualised in line with the show adorning the same title, the game has a baby that the user has to please, feed and change at the right time with the props available like milk bottle, diapers, television and soft toys. The more the user satisfies the baby, the higher the score.

Says NDTV Imagine VP marketing Nikhil Madhok, "The internet is increasingly becoming an important medium for us to reach out to prospective viewers of our shows. Gaming is a great way to engage viewers without being intrusive. The response to our online game for Rakhi ka Swayamvar encouraged us to do the same for Pati Patni aur Woh."

Adds Zapak Digital Entertainment CMOArun Mehra, "The format of this show merits for a very interesting game. It offers novelty and an engaging gameplay for the users. Our past games based on television shows and movies have been very popular with our users and we are sure that this game will do equally well." Pati, Patni Aur Woh allows five celebrity couples to go through the challenging, frustrating but rewarding experience of parenthood - from infancy to adolescence. The couples will spend an entire month in a closed environment, monitored by cameras 24X7 which will capture their journey as they embark on a new life of discovery as first time parents.