These are the days of glamour. Even smaller events like birthday parties, marriage receptions, thread ceremony etc.require the presence of celebrities. The affordability determines the type of celebrity presence. Celebrities do entertain, and at the same time lift up the social status of the host by a notch or two.

Celebrities charge for their appearance at the different events and parties. Many parties have commercial motives. Then there are reality shows on TV. There are brand promotion events, product launch events, price distribution ceremony and fashion shows. All these require the presence of celebrities.

The work is assigned to celebrity management professionals. It is a good, glamorous career option. In the last decade, the profession has arrived. The turnover of this industry is estimated at Rs.1000 crore and 80 per cent benefit from this industry flows to 50 celebrities.

There are three levels of celebrity management. The first level is to manege brand endorsement. It is to be seen that the brand and celebrity gel with each other. The professional acts as a link bethween the company  and client. He facilitates the deal finalization. Some celebrities self manage the deal. The other level of celebrity management is the endorsement deals of second tier celebrities. The third level is the secondary celebrities with the crowd pulling power e.g. TV artistes, magicians, reality TV  artistes, comedians.

The other area is the grooming of celebrities. It also involves image management. They make the celebrities participate in conducive events, and mange the media.

Atul Kasbekar runs Bling, a celebrity management company. Sonu Tyagi runs Approach Entertaiment. They are celebrity consultants too. Entertainment and event management companies are in contact with the celebrity management professionals.