Why do I have vertical lines in the display especially on white background when the brightness is high?

[AC Question]

vertical lines in the display especially on white background when the brightness is high

I just bought a new mobile.... Lava Icon.... it's now over one month old. I noticed some vertical lines in the display especially on white background when the brightness is high. Some icons in the app drawer are displaying some shades lines below them. It only happens when the brightness is high. the phone received an update of 15mb a few days ago, and i think i am having this issue after update. it has 4.4 kitkat. is it a software problem or a hardware issue? should i take it to service centre? or its just a glitch in the os?? it is having a new os named star os.... can anyone help me