Guest appearance

So, what makes her endorse a particular brand? 8220;I would like to be a part of a brand when I feel that I can relate to it,8221; she says. But is brand loyalty always the case, considering she can be spotted cutting ribbons and lighting lamps at launches of so many products? 8220;Sometimes you can8217;t help saying show me the money,8221; she admits.

All actors have a negotiable fee that rises and falls with hits and flops. But on an average, one can get glamour girls such as Arora, Celina Jaitley and Yana Gupta to grace a launch for Rs 2-3 lakh. Says Sailesh Giri, head of Effective Communications, a public relations agency, 8220;Nobody has a fixed rate as it depends on the work they have on their hands. While money and publicity are a direct fallout of the deal, almost all expect to be put up at five-star hotels and provided with two business class air tickets.8221; He remembers the time they8217;d called Karisma Kapoor for a PVR event, when the actor was at the peak of her career. 8220;She demanded 10 business class tickets, some for people, including sister Kareena, who never turned up,8221; he says.

At the end of the day, say industry sources, it8217;s all about money. Malaika Arora, for instance, charges about Rs 4 lakh for cutting a ribbon or turn up at a press conference. 8220;She is always in great demand because she oozes oomph. She is a style diva and, therefore, makes for a great picture.8221; Anshu Khanna, who heads Goodword Communications, a PR agency, remembers how she once launched five brands with Arora. 8220;From a sanitary brand to a treadmill to a cellulite oil, she promoted a range of products in six months.8221;

She can be value for money too. 8220;You can call her for an event at an economical price if you go for a package deal, where she comes with her sister,8221; says the owner of a PR agency. The Arora sisters aren8217;t the only ones who come in economy packages. 8220;One can invite Bipasha Basu and John Abraham at a lower cost together. They are usually interested in taking up such offers as they get to travel together,8221; he adds.

While money is not always the reason behind celebrity appearances, it is the most common one. 8220;Most of them ask for hundred per cent advance payment, without which they refuse to board the flight. Nobody wants to take a risk today.8221; Shops and mall owners also keep finding ways of hiking the glamour quotient for as low a price as possible. A new trend is to organise a promotional event for an upcoming event. Not only does it bring the most sought after stars for a pittance, but it also gives the store instant publicity. This also has its flip side as the stars have started feeling that they are being exploited. 8220;They usually don8217;t cooperate when it comes to media interactions and only do so if the director or the producer is a big name,8221; says Giri.

Tantrums and cribbing sessions are not new but don8217;t the new celebrities on the block make them insecure? It8217;s not unusual to see musicians Amaan and Ayaan Ali Bangash or Anoushka Shankar at fashion events and store launches. 8220;Celebrities like them are no competition. They they don8217;t charge and go to launches if they are friends with the designer or the store owner,8221; says Giri. Bollywood is hoping it stays that way.nbsp;