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Life OK general manager Ajit Thakur asserts, "Disruption has always been a key thrust for us at Life OK and with Gustakh Dil we are aiming to bring out the other side of a love triangle. We are confident that people will accept this unique storyline and will appreciate our modest attempt at providing quality entertainment."
Uday Shankar, CEO, Star India, said "Star India is humbled by Mr. Bachchan's gesture and truly believes in his call for unity. We hope that his message inspires one and all to come forward and extend their help for the cause."
Shrabani Deodhar, creative director, STAR Pravah, states that the channel wants to serve content that can match the film-viewing experience for the audience.