Toast to the Host

In a country with a surge in the number of brands,particularly luxury brands,roping in well-networked personalities as hosts for special soirees is a common practice. From jewellery,fashion and make-up labels,to spas,restaurants,liquor and automobile brands,there is a strong demand for the ‘right host’.

“If you are looking at the right positioning for your brand,having just about any kind of host won’t do — one has to be choosy about who one takes on board. The person has to be well-connected and carry a certain image. After all,this choice determines whether you will be able to create an aspirational value for your brand,” emphasises jewellery designer Varuna D Jani,who first sought the image-building services of Chhaya Momaya when she launched her couture line in 2007 and has,since then,worked with Momaya on several occasions.

On her part,Momaya believes it’s her attention to detail that helped her achieve success as an image coach. “At the jewellery launch,I looked into every aspect and not just the guest list; so there was a synergy between the theme for the event and the brand. For instance,I decided to have a ballet dance performance where the dancers,wearing jewellery from the new line,doubled as models,” she recalls.

However,most of these hosts are selective about who they work with. Sharmilla Khanna,who has been hosting store and brand launches for years now,is clear about not signing on a client if she can’t identify with the brand philosophy. “My friends,who attend these dos at my behest,have come to expect a fulfilling experience from them,” she says.

Designer Nisha Jamvwal,too,points out that hosting a high-profile party is just one part of her job profile as a luxury brand consultant. “Putting together an event is mainly about getting the right message across and that too,to the right target group. So I make it a point to not invite just page-three personalities but actual consumers who understand luxury,” says Jamvwal,who has hosted events for automobile companies and even five-star hotels.

These elaborate services,which sometimes take as long as two months to plan,come for a hefty price. “The fees for the host alone start at Rs 1 lakh and they even go up to Rs 5 lakh and more (depending on the host’s reach). An extremely well-networked host will ensure the presence of leading film stars,sportspeople,a smattering of businessmen,politicians and society ladies,apart from the impeccable arrangements with respect to food,décor and performances,” reveals a Mumbai-based senior PR executive.

Some of the hostesses also charge for their hair and make up and have specific demands like hand-calligraphed invites and flowers flown in from abroad.

Return gifts too are planned as per the theme,an aspect that Momaya admits about fretting over. “I pay a lot of attention to the return gift as it shows that the brand is making an effort to make it a memorable evening for guests,” she says.

However,not all hosts charge for their services. Luthra stresses on how despite being completely involved in every aspect of the party for Paris Hilton,Queenie didn’t charge them anything. “Hosting the party was just a goodwill gesture on her behalf to help make Hilton’s visit to India more memorable and enjoyable,” she says.

(With inputs from Somya Lakhani)