Peroni Nastro Azzurro joins hand with Lakme Fashion Week Spring/Summer 2009

Company Brief

Mumbai, October 16, 2008

Peroni Nastro Azzurro, the number one premium Italian beer in the world, has renewed its association as an Official Partner at the Lakme Fashion Week Spring/Summer 2009. Peroni, as part of its commitment to the world of style and fashion, has been associated with the previous 2 seasons of the Lakme Fashion Week with several unique initiatives. This season Peroni looks forward to yet another scintillating association showcasing the best of trend, fashion and extravaganza in India, with some interesting entertainment to keep up the spirits.

The Lakme Fashion Week can be heralded as a gateway to Indian fashion; this season, the long fashion treat will kick start on the 20th October and end on 24th October, 2008. Lakmé Fashion Week attracts the best of talent from all over the country. Along with this, the event can also be credited to attracting the best buyers. Peroni’s association with events is a great blend of Fashion and style.

“An advocate of fashion and style, Peroni has also been associated with some of the best International Fashion events. Peroni is synonymous with style and luxury, which explains its association with premier fashion weeks globally. The brand’s association with Lakme Fashion Week, will be create a classic style statement, successfully giving the brand a signature appeal.” said Apurv Nagpal, Director Marketing, SABMiller India

This year the attraction will be an exclusive Peroni Lounge at the venue where one could spot the who’s who of fashion and lifestyle-industry, models, designers, international buyers and film stars. Done up in the classy Peroni style, the Lounge is open to all participating designers, models, invitees, buyers and guests. Peroni Angels will be around, inviting guests to enjoy the Peroni experience with live music. Peroni will host a pre-show party for designer Arjun Khanna exclusively at its Lounge on 22nd Oct. and will also host his post-show party. Finally, the most awaited attraction for the models during the week, the announcement of the “Peroni Look of the week” will be held at the Peroni Press Conference on 24th Oct at 6:30, in the Media Center. Not to forget the Peroni Style Moments awards for the top 5 entries by the media photographers which will also be announced at the Press conference.

Look of the Week Contest

The “Peroni Look of the Week” contest is a unique initiative for all participating models at LFW. Ace lensman, Dabboo Ratnani will photograph the models at an exclusive Peroni Lounge This season, for the first time, “Peroni Look of the week” will have two winners – Peroni Look of the week – Male; & Peroni Look of the week – Female, where the best model in both the male and female category will be adjudged by an eminent panel of fashion fraternity. The winners will get a trip to Rome sponsored by Peroni. Also 2 runners up will get Rs.25K gift vouchers from one of the leading Italian brands. Models Sanea Sheikh and Rachel Bardos were the winners of the contest in the previous 2 seasons respectively, and lived the Peroni style with an all expenses paid trip to Rome.

Peroni Style Moments

With the firm belief that fashion is as much about the catwalk, as it is about the correct shot, Peroni has organized a unique contest for all accredited media photographers at LFW where in the 5 best entries will get gift vouchers worth Rs.10,000 from Peroni.

For further information, please contact:

Perfect Relations

Arun Thankappan

Mobile: 9930860706

Email: athankappan@pefectrelations.com