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Yahoo! India to bring all the action of Lakme India Fashion Week 2005 on mobile phones

18-April-2005
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Yahoo! India to bring all the action of Lakme India Fashion Week 2005 on mobile phones

Fashion lovers across the country have now another reason to cheer. Yahoo! India will be adding flair to the fashion mania by bringing this year's Lakme India Fashion Week on mobile handsets. Yahoo! India is the official mobile content partner for this prestigious event to be held from April 20 to 26 at New Delhi.

Vishal Mehashwari, Director Mobile, Yahoo! India Mobile, said, "Mobile phones have always been an important accessory of the fashion conscious crowd. By partnering with the Lakme India Fashion we have certainly broadened the participation base of India's biggest fashion fiesta. The Yahoo! India Mobile initiative promoted through our shortcode 8243 is the largest in the country and we are delighted to reach out to greater number of fashion lovers through the Lakme India Fashion Week."

It has tied up with all its cellular partners like Hutch, Orange, Airtel, Oasis Cellular, Idea Cellular, Aircel, Spice and Dolphin to provide the fashion lovers across the country with the latest happenings at LIFW. Besides, they can also receive fashion tips from leading fashion gurus and catch the action on the ramp on their cell phones.

For entering the world of LIFW, all one needs to do is send an SMS stating 'LIFW' to the shortcode 8243 or log on to the Yahoo! India Mobile Web portal (http://in.mobile.yahoo.com) or WAP portal (http://in.wireless.yahoo.com) for further details.

Rathi Vinay Jha, Director General - Fashion Design Council of India (FDCI), the proprietor of LIFW, said, "FDCI is happy to partner with Yahoo! India Mobile "8243". This tie-up is in keeping with our communication strategy of broad basing LIFW's appeal to include all those who would appreciate and relish the achievements of Indian fashion on a global scale. FDCI has always promoted innovative delivery methods and our tie-up with Yahoo! India Mobile is certainly a positive step in that direction."

Besides, Yahoo! India Mobile has also launched a 'Fly to Watch LIFW' contest offering its select consumers a once in a lifetime opportunity to witness the live action at India's biggest fashion week.

Handling the commercial aspects and management of LIFW, IMG is very excited to partner with Yahoo! India Mobile. Said Ravi Krishnan, Managing Director- IMG/TWI, South Asia and Senior Vice President IMG, "This is in line with our commitment to extend brand LIFW beyond its existing format without losing the focus of aggregating relevant newer audiences. Yahoo! India mobile will help us to take LIFW 2005 to the masses who are' on the move and thus capture new audiences outside the realm of traditional TV viewing."

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