Life OK set to don new avatar as Star Bharat; unveils campaign

Life OK, the second Hindi GEC from Star India, is in for rebranding. The channel, that had started life as Star One, was rebranded as Life OK in December 2011. Now, the channel is being rebranded yet again as Star Bharat and is reportedly set to go air by the end of this month. 

An ad film has been released on Facebook with the tagline: “Bhula De Ye Darr”. The film shows how people are prevented from doing what they want because of social restrictions or some inner fear or it is going against accepted norms. The film encourages people to overcome these fears and restrictions and do what they really want to do without any “darr”.

In a Facebook post, Gayatri Yadav, President - Consumer Strategy & Innovation at Star India, wrote about the campaign, stating, “Sometimes it feels like we are brought up on a diet of #MatKars... ‘mat kar, log kya kahenge?’, ‘mat kar risk hai’, ‘mat kar fashion’, etc. Is this what leads to fear? Isn’t it time to #BhulaDeDarr?” 

Music for the ad film has been composed by Ram Sampath, while Rituraj Mohanty has given the vocals.

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