MUMBAI: English GEC Star World will kick off its new local show ?Love2HateU?, which is being positioned as being bold, edgy, daring and unique. On the show celebrities will be face to face with their biggest haters. The presenting sponsor is Samsung Galaxy Note. The show?s host Arjun Rampal will get celebrities to confront their biggest haters.

Gone are the days when an actor?s charm lay in his inaccessibility. The advent of social media and its arms like Facebook and Twitter, has changed from being just a ?hang-out? place for the youth to a platform which people use to engage, discuss and vent, thus giving rise to fans and public haters of celebrities alike! A key take away of what is expressed on social media is that "Youngistan" Loves To Hate!

The show takes its disruptive concept from this growing trend on social media and is based on this insight that aims to bridge the gap between celebrities and their haters.

Rampal said, "Love2HateU? is a show with a very interesting concept. The premise of the show is what really excited me, where a person with a very strong opinion about a celebrity comes face to face with that celebrity. Most of these people who we call haters on the show are very active on social networking sites like twitter or are bloggers themselves. Does that opinion have credibility or not is what we find out through the course of the show."

Through the show viewers will see how the celebrities with their talent, humour and charm try to win over their hater by engaging with her/him through various activities that will convert the hater into a fan. The show boasts of a line up of young, desirable and popular celebrities.

The show will also feature Bollywood filmmaker Madhur Bhandarkar as a participant who will come face to face with his biggest hater. Bhandarkar will be seen taking the criticism in his stride as he takes on the challenge and shares his perspective on film making in his efforts of converting his hater into a fan.

Star India GM, senior VP, English Channels Saurabh Yagnik said, "Our viewer is a native of the digital world and we have seen them express very strong opinions of dislike on social media. This inspired us to let opinions of the virtual world come on television where the celebrity and their haters come face to face. We are confident that ?Love2HateU?, with its contemporary, bold, edgy and unique format will set new benchmarks for shows in the English GEC segment. So be prepared to watch sparks fly as celebs try to convert their biggest haters into fans."

The channel has chalked out a complete 360 degree marketing plan with TV, Print, Online, PR, Outdoor, Radio and On-ground leg attached to the campaign. Star World began with a unique teaser on-air promotion campaign leveraging the strength of the entire Star network which included social media influencers and real haters who voiced their opinions and dislikes towards Bollywood celebs.

On the digital front there is an engagement called Bitch & Win where fans can bitch about their most hated celebrities and the most creative, innovative and whacky "Bitch" statements stand to get featured on-air and win gadgets. A similar contest is also being hosted on Twitter. Alongside, the channel has also tied up with partners like BookMyShow.com which will help add to the buzz for the show.

The on ground engagement will see Rampal interact with fans in Delhi and Mumbai through Radio Station Studio Visits, and special screenings of the show.