Mumbai: The broadcasting division of UTV, which announced the launch of UTV Stars, has commenced its brand campaign iterating the promise of Touch Feel Believe.

The channel is an invitation to the Bollywood crazy nation to be part of the dream world of Bollywood through the eyes of the insider. UTV Stars was launched on 19 August.

As part of the channel’s brand campaign, a 360 degree communication has been rolled out across television, print, radio, internet, billboards, mobile, BTL and Out of Home.

There are 13 short films, which were released across channels and feature Amitabh Bachchan, Ajay Devgan, Saif Ali Khan and Anushka Sharma in the first phase; while Karan Johar, Farah Khan, Akshay Kumar, Sonakshi Sinha, Ranvir Singh and Preity Zinta will be seen in the subsequent phases.

The outdoor campaign featuring Bollywood biggies will feature in 4 metros.

Created and conceptualized by Taproot India, directed and filmed by the internal media team at UTV Stars, this series of films is backed by the thought that knowing your favorite stars up, close and personal is experiential.

UTV chief creative officer – broadcasting Zarina Mehta said, “We believe with UTV Stars we have created a stand out brand for our consumers – be it in the logo, packaging and in the innovative content offering. Our aim is to offer the Indian audiences Bollywood up, close and personal.”

UTV marketing head – broadcasting Kunal Mukherjee added, “The campaign brings alive the moment of contact between the star and his fan and evokes the experiential feeling of what it really means to be up close and personal with a Star. This is the access only we can provide as we are a part of the film industry.”