It is a method by which the consumers participate in the decision making process. They use it to seek new ideas through contests and campaigns. There is an i10 Story Contest for writing a commercial for this car brand. The winner shares the screen space with the brand ambassador Shah Rukh Khan. There was a public design contest sponsored by the Ministry of Finance to create a symbol for rupee. Hero asked people to interpret Hum Mein Hai Hero anthem and created several TV commercials from this content. Perfetti arranged package design contest for Happydent chewing gum. Pepsi arranged ‘suggest a flavour‘ contest for its wafer brand. The term is coined by Jeff Howe in a 2006 article in Wired magazine.