General News: Star Plus unveils new look, Alia Bhatt as brand campaign face

[nairrk]

MUMBAI: Star India is continuing to glitter, what with a successful IPL season just concluding. And just as the IPL finale was underway, it unveiled a new look for its lead general entertainment channel Star Plus.

Not only does it have a new red logo but it also has a new tagline - Rishta wahi, baat nayi. Interestingly, the GEC has got youth icon Alia Bhatt as the channel face.

A new channel song was uploaded on YouTube featuring faces from the channel’s prominent shows. Reports state that AR Rahman has composed the music for the channel’s new positioning, lyrics have been penned by Swanand Kirkire and sung by Sunidhi Chauhan. The trailer hints that the shows are going to take new turns for the channel’s progressive look. Alia ends the trailer stating that there are going to be new stories with new ideas.

Alia explained to IANS why she agreed to sign on the dotted line with Star for the Star Plus rebranding exercise. Said she: "What convinced me to associate with the channel is the similarity the brand and I share. We both give a lot of importance to our families, friends and relationships and understand their importance.”

Star’s idea of roping in Bhatt suggests that the channel is looking to hook younger viewers over the general idea that GECs are meant for older audiences and especially homemakers. Some of Star’s prominent shows such as Ye Rishta Kya Kehlata Hai have also taken turns by risking to replace older actors with young names which has fared well for the channel and seems to have emboldened it. Kullfi Kumarr Bajewala is another show oriented towards the youth.

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