MUMBAI: Big FM Delhi is turning fashionable this week.

The station has ventured into an event tie up for the first time, partnering the Wills Lifestyle India Fashion Week, being held in the capital from 5 to 9 September 2007. As the official radio partner for the event, the station has chalked up programming that revolves around the theme of fashion and the fashion week. Apart from snippets, there will be promos education listeners on the nuances of fashion, updates, celebrity talk and more.

While the tie up is for the event for the current year itself, station head Puneet Mathur says Big FM plans to take up such partnerships in a big way in the coming years. "Fashion is a way of life, that touches the interests of practically all the SECs" he says. A Big booth will be set up at the venues of the event and the Big OB van will be stationed on the spot to provide updates and bytes, although no live programming has been planned this time round. On air contests themed around the event will roll shortly, with designer outfits to be given away as grand prizes, says Mathur.