Mumbai: UTV Stars has appointed Rickshaw for the brand’s creative duties.

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

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

Rickshaw partner Shormishtha Mukherjee added, "Apart from the fact that the channel is different from other Bollywood channels, it’s also an 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."