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Yahoo! India ties-up with Lakme India Fashion Week

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MUMBAI: As the countdown to the biggest fashion extravaganza, Lakme India Fashion Week (LIFW) 2005, Yahoo! India adds flair to the fashion mania by bringing the show on mobile handsets.

Yahoo! India is the official mobile content partner for this prestigious event to be held from 20 to 26 April at New Delhi.

Fashion lovers from across the country can stay abreast with the latest happenings at the LIFW, receive fashion tips from leading fashion gurus and download some of the coolest images and video clips of models and action on the ramp on their mobile phones, for the first time in India, informs a media release.

Yahoo! India mobile has 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.

Targeting various audineces across the coutry, for Delhietes, there will be daily contests for subscribers of AirTel, Hutch and Idea Cellular to win free invites for each day of the LIFW.

Announcing this fashion first initiative, Yahoo! India Mobile director mobile Vishal Mehashwari 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 aredelighted to reach out to greater number of fashion lovers through the Lakme India Fashion Week.”

For entering the world of Lakme India Fashion Week 2005, 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 or wap portal for further details.

LIFW director general-fashion design council of India Rathi Vinay Jha, director general -Fashion Design Council of India (FDCI) 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.”

FDCI has retained IMG to handle all the commercial aspects and management of LIFW 2005.

Yahoo! India has tied up with all its cellular partners like Hutch, Orange in Mumbai, Airtel, Oasis Cellular, Idea Cellular, Aircel, Spice and Dolphin in Mumbai for bringing LIFW on mobile phones.

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