Sheetal Mallar is WIFW’s Celebrity lenswoman

Supermodel Sheetal Mallar will be the eye behind

the lenses instead of the beauty on the ramp at the upcoming Wills India Fashion Week to be held in New Delhi from March 24.

The 35-year-old model has been appointed as the Celebrity Photographer for WIFW A/W ’10. Mallar’s lens will capture images and moods from WIFW. These will be pictures not only of what is displayed on the ramp, but also the snapshots of the action from backstage and green rooms. The pictures will then be posted on Wills Lifestyle’s Facebook fan page.

The move strengthens Wills Lifestyle’s growing online presence. Earlier it had announced jewelry designer Farah Khan Ali as the ‘Wills Twitter Face’.
Commenting on the association, Sheetal Mallar says, she is excited to be associated with Wills Lifestyle in this unique way. “Through my photographs, Wills Lifestyle’s Facebook fans will be privy to an exclusive and, until now, private world. I am looking forward to celebrating and capturing fashion and its many faces against the backdrop of the grand Wills Lifestyle India Fashion Week. It’s definitely going to be a lot of fun.”

Speaking on the association, Atul Chand, Divisional Chief Executive, ITC’s Lifestyle Retailing Business Division said, “Online media presents a unique opportunity to interact with consumers in innovative and engaging ways. Wills Lifestyle aims to communicate the brand’s essence and philosophy to its patrons in a stronger and more engaging manner. Consumption of this media is moving up at a very fast pace and hence it now forms a very important input in the marketing plans along with traditional media.”