Continuing with its aggressive Bollywood foray, Zee Entertainment Enterprises Ltd. (ZEEL) will be, for the first time, collaborating with Himesh Reshammiya. The actor-composer-producer will also double up as the lead for the film titled Heeriye, jointly produced by his company HR Musik and the corporate's content engine, Essel Vision. A social, romantic and sensitive drama set in Kanpur, the producers promise it will have a mesmerising soundtrack.

For the part of the female lead, the corporate is taking the road less travelled and launching an innovative worldwide campaign called #FindingHeeriye.

Excited about their new association with Himesh's company, Akash Chawla, Business Head, Essel Vision, says, “It's a beautiful love story with a relevant social message. The film requires a fresh face to play the title role opposite Himesh. We'll soon introduce the format for which we'll use the digital assets of the company to implement this hunt and create an easily accessible platform to discover young talent.“

Being helmed by film critic-turned-director, Vishal Mishra, the film features Tigmanshu Dhulia in a pivotal role. The movie also promises soulful and melodious music. The debutant director enthuses, “It's a pleasure to have one of the biggest media houses of India backing my maiden directorial venture. It's a unique love story woven in the current social scenario.“

Heeriye is scheduled to go on floors this winter.