MUMBAI: After the exit of Star, Media Content and Communcations Services (MCCS) has rebranded its bouquet of channels with ABP as the mother brand.

MCCS said Monday the on-air launch of the rebranded news channels - ABP News in Hindi (earlier Star News), ABP Ananda in Bengali (earlier Star Ananda) and ABP Majha in Marathi (earlier Star Majha) - will be effective 1 June.

The communication is based on the theme ‘Our Stars don‘t change, our News does not change, only our name changes.‘

The mass communication campaign kicks off today. The creative part of the communication has been undertaken by Lowe Mumbai and the media buying plan has been developed by Mindshare.

MCCS said over the next eight weeks there will be an aggressive communication talking about the change. A combination of TV, print, radio, outdoor and Internet will be used in order to familiarise the audience and stakeholders with the new logo.

MCCS CEO Ashok Venkatramani said, "The three news channels of MCCS have developed into market leaders in their segments over the last eight years, which has helped MCCS evolve as a strong and respected broadcast news company. It has quality resources in its employees and has built good equity amongst its stakeholder - loyal viewer base, clients, distribution partners and vendors."