Force Visual Studio use my customized Linker command as defined in my QT project

I have a qt project, where I have customized the linker by setting QMAKE_LINK= "my custom link command"

Qmake and nmake when executed in command line it works perfectly fine. But when I load the project through qt-add-on in visual studio, and build, instead of my customized linker, VS does build with regular LINKER.

Any clue ?