SET bids to extend positioning as events platform with LIFW

MUMBAI: One of the most important events in the calendar of the Indian fashion industry, the fourth Lakme India Fashion Week (LIFW) will kick off in Mumbai next month. The event showcasing the work of 58 designers will take place from 18-24 July at the NCPA.



The event was conceived in 2000 by the Fashion Design Council of India (FDCI) in order to create business relationships and facilitate lines of dialogue between designers and trade buyers. As reported yesterday on, Sony will be the host broadcaster of the event for the next three years.

SET's executive VP Sunil Lulla said, "Sony has created a strong platform for made for TV events whether it is IIFA or Femina and Gladrags. We are constantly on the look out for events that are unique and marquee in nature. LIFW fits the bill. This will air as a series starting sometime towards the end of August."

As has been the case in the past IMG is handling all commercial aspects as well as management of the event. When asked why the switch was made from Star World (which had aired the event the previous couple of years) to SET IMG-TWI South Asia MD Ravi Krishnan said that in addition to being able to strike an excellent deal with the broadcaster, the Sony network offered greater depth in penetration. "We are looking at taking the aspirational positioning of the brand to a mass audience." He also pointed out that while IMG was mainly known for sports events, fashion was an extension of that. IMG works with fashion industries in LA, Britain, Sao Paulo.

LIFW 2003 is expected to have over 15,000 visitors including those from buying houses and retailers both here and abroad. In addition to seeing the latest collections from leading Indian designers attendees will see make up trends, hairstyles and accessories for the upcoming season. The event will see 35 shows, exhibition stalls, workshops and symposiums. The venue will contain the main show area, an exhibition area, seminar room, the DHL Buyer lounge, the Lakme Beauty Salon, an onsite media centre and cafe, and a section for other sponsor driven events.

While Lakme is the title sponsor Seagram, DHL and Hyundai are associate sponsors. Like SET, the last two corporates have signed on for three years. DHL in association with FDCI will organise a series of seminars on the business of fashion. They will focus on issues affecting the industry such as its future, corporatisation of fashion brands, prt retailing in the country, the role of the fashion media."

Lakme Lever business head Anil Chopra said, "This year Lakme will have Hemant Trivedi and Wendell Rodericks as its designers who will present the creative interpretations of Lakme's Summer 2003 statement. This year our Summer statement is based on water - "WaterColours". It is the most most refreshing range of water based makeup for the Indian Summer. While our statement for last year 'Think brilliance think Lakme' received a tremendous response we are confident of exceeding the expectations of consumers and the trade this year as well."

"During LIFW Lakme will also bring in internationally renowned beauty experts to organise a series of workshops at its Lakme Beauty Salon. We are also looking to take out fashion roadshows to other cities in the country once LIFW is over."

Hyundai has come on board as it sees a great deal of synergy between LIFW and the Sonata. The event showcases beauty and form like the car. The car and fashion have international appeal. Both brands appeal to the connoisseur. In addition Hutch and Orange have also partnered for the event. Hutchison Max Telecom's VP corporate marketing Harit Nagpal said," A sense of fashion is a very human quality. It defines our own image as well as the way we want to be seen by others. For us LIFW is a celebration of individuality and creativity which are values we hold dear."

Seagram is using LIFW to push its Blenders Pride. Seagram VP marketing Summet Lamba said," LIFW sits well with the communication of Blenders Pride. Fashion is contemporary, vibrant, aspiration led and compliments the perfection of Blenders Pride. Our involvement provides a pivot to our lifestyle platform for Blenders Pride. Fashion is about confident living and Blenders pride stands for this good taste and verve."

Latest Reads
Sun TV leads the Tamil market in BARC week 32

Zee Bangla continued to maintain its first position in BARC’s week 32 data. The Bhojpuri market, however, had a new entrant - Oscar Movies Bhojpuri that secured fifth position, whereas in the Kannada segment, Colors Kannada retained its leadership position. Asianet from Star TV continued took the...

Television TV Channels Viewership
Zee Anmol back on top of Hindi channels in across genres

After a short hiatus, Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back at number two rank in Broadcast Audience Research Council of India (BARC) weekly list of the top 10 channels across genres (across genres list) in week 32 of 2018 (Saturday, 4 August 2018...

Television TV Channels Viewership
Star India mobilises disaster relief for Kerala; Star network rallies public support #AllForKerala

As Kerala struggles with the devastation of massive floods, Star India, and its employees have stepped up to donate to and mobilise disaster relief for the flood-ravaged state #AllForKerala

Television TV Channels GECs
BARC week 32: Republic TV regains top position in English News

After losing its top position in week 31 of BARC ratings Arnab Goswami’s Republic TV regained its top position in the English news genre in week 32. Times Now stepped down to second position.

Television TV Channels Viewership
Zee Anmol leads Hindi GEC (U+R) in BARC week 32

Dangal TV emerged as the new entrant in Broadcast Audience Research Council (BARC) data for week 32 of 2018 in the Hindi GEC (U+R) market.

Television TV Channels GECs
HCL Corporation & The Habitats Trust tie-up with Animal Planet to create awareness about the need to save species and their habitats with ‘On the Brink’

HCL Corporation, a global technology conglomerate, & The Habitats Trust, a recently launched foundation working towards protecting habitats and their indigenous species

Television TV Channels English Entertainment
&flix brings the explosive action thriller this Sunday with ‘S.W.A.T.: Under Siege’

It’s triple the trouble and thrice the thrill – this season, your favorite Special Weapons and Tactics team – S.W.A.T. are back with the third installment of the blockbuster series.

Television TV Channels English Entertainment
Sony India bets on Pro Volleyball League

Sony Pictures Networks (SPN) India has signed a multi-year deal with Baseline Ventures and Volleyball Federation of India (VFI), to broadcast the inaugural season of the Pro Volleyball League in February 2019.

Television TV Channels Sports
Romedy NOW launches ‘Happy Hours’ in collaboration with ‘Happy Phirr Bhag Jayegi’

Romedy NOW, India’s favourite English Entertainment channel, introduces a specially curated property ‘Happy Hours’, an exciting line-up of romantic comedies, in collaboration with Happy Phirr Bhag Jayegi.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories