MUMBAI: UTV Stars, the recently launched Bollywood entertainment channel, has appointed Rickshaw to manage the brand’s creative duties.

Rickshaw is taking on the creative mandate of UTV Stars starting with the campaign of the channels two driver shows – Live My Life and Up, Close and Personal with PZ.

UTV Broadcasting marketing head Kunal Mukherjee said: “To communicate this effectively, it was critical that we have a very strong creative communications strategy in place. Given the strong team and impressive track record, we believe Rickshaw is the right partner for the brand.”

Rickshaw partner Shormishtha Mukherjee added, "Rickshaw is proud to partner UTV Stars. Apart from the fact that the channel is distinctly different from the run of the mill Bollywood channels in the sense that this is the definitive authority on Bollywood, it‘s also a great opportunity to work with the UTV Group. And a new launch is always ‘super exciting’; giving you a chance to do work that‘ll set the tone for time to come."