Soha Ali Khan and Neha Dhupia sport #WillsFashionTag

The Wills Lifestyle India Fashion Week has been in news this time around for not just for the extravagant fashion displayed, but for being the first fashion week for implementing RFID technology through their #WillsFashionTags.

This new campaign has not just taken the fashion world by storm, but has also created waves in Bollywood. Tinsel towns very own scintillating divas Soha Ali Khan and Neha Dhupia were spotted wearing these tags and posting pictures and status from Wills Lifestyle India Fashion Week. Both the divas were seen enthusiastically posing 

for selfies and updating their status' by cheering for their favourite designers at the #WillsFashionTag booth. Well-singer Sona Mohapatra was also spotted at the WIFW sporting #WillsFashionTag

Apart from these celebrities, renowned VJ and music enthusiast Nikhil Chinapa has been spotted tweeting about the innovative #WillsFashionTag campaign.

Atul Chand, Chief Executive, Lifestyle Retailing Division, ITC, said “Wills Lifestyle has always being at the forefront of innovation and hence driven the business of fashion in India. With the integration of modern 

technology at this edition of Wills Lifestyle India Fashion Week we have created conversations both online & offline.”   

Speaking on the occasion, Karan Kumar, General Manager-Marketing, Lifestyle Retailing Division, ITC, said "Though the program was conceptualized and executed with the vision of creating brand ambassadors from everyday fashion enthusiasts, the RFID campaign (#WillsFashionTag) bug has bitten the Bollywood celebs too. As we wanted everyday fashion enthusiasts to become ambassadors of the program we did not launch the campaign with a celebrity. However, we are thrilled to know that celebs and people alike have enthusiastically wanted to experience this innovative technology. It just reiterates the fact that our campaign has achieved the desired effect - that is it has helped create brand ambassadors as well as help us amplify our reach and visibility. "

Sunil Sethi President, FDCI said “We always try and do something new and innovative in every season of the Wills Lifestyle India Fashion Week. This time, the digital media initiative with RIFD enabled tags, was a huge hit with the visitors at India’s biggest fashion event. I congratulate our respected partners, Wills Lifestyle, on the success of this interactive platform which also got the likes of Bollywood actress Soha Ali Khan talking about it.”

This is the first ever time in the history of fashion world, such innovation has been seamlessly weaved into boost the reach of the event. Definitely re-defining and revolutionizing fashion in true sense.


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