Harsh Harisingani
Gen Z is redefining what partying means. Good food and crafty cocktails don't cut it anymore; this generation wants an instant dopamine hit. Where a night out once wrapped by 1:30 am, today's crowd wants to dance into the wee hours of the morning. Harsh usually ends up curating the after- party in addition to the party to keep his crowd stimulated.
In an industry where footfall is everything, Harisingani has built his name by tapping into his network to pack venues across the city. So what's the secret?
"It's really not that complicated," he says.
"My number one priority is that people have a good time. I'm in the hospitality business, and hospitality quite literally means looking after your guests and being welcoming towards them. If you take good care of people, they'll keep coming back. It is also very important that your party is hyped & talked about before & after the event.
This is where Instagram is so important! It is not enough to bring in good artists.
Getting top quality content from your event & then making sure it gets circulated across social media channels is what will get you word of mouth marketing.
I end up getting WhatsApp messages from people I have never met who want to be part of my party after they've seen videos online.
"Competition in this industry is intense, with several established companies doing the same thing. But if you can demonstrate that you can pull in a crowd week in, week out, you'll do business.
"I started with hosting events at venues like Solaire and Cosy Box," he says.
"I called in on favours from friends and marketed the events through my Instagram handle, @harshharisingani.
At my first event, I expected only 20 people to show up but 50 people came on my list.
At my second event, I expected only 30 people to show up but 100 people came on my list.
The response was good & that gave me the confidence to keep going.
"Consumer behaviour is constantly evolving. With new trends, people's preferences change.
Harsh is constantly reading up on my new trends in event management to keep himself updated.
Harisingani is always exploring products & services related to entertainment to give his customers the ultimate nightlife experience. Harisingani says, "You need to stay aware of what's trending & what people want. It is important to continuously improve your product. Today, content is king! It is how people find you. I am constantly looking for services that help me get great content from my events.
"In an industry with no barriers to entry, creativity plays an important role in distinguishing yourself from other companies. Harsh says, "I think it's important that every event feels different. Your next event should be different from the previous one. Constantly coming up with new ideas is a challenge but it is important to keep your audience engaged.
"For Harsh, the perfect party is all about the right people & it is no secret that he is picky when it comes to invitees. If you're on his list, you're likely to bump into an Instagram Influencer, an ISL player or someone closely associated with Bollywood.
With his event management set to launch next year, Harsh Harisingani plans on doing events in Mumbai & Goa.
WHAT'S NEXT
"Hosting has been great, but I've only been doing it to understand Mumbai nightlife better. Now that I'm confident that I can pull a crowd, I want to start doing my own events. I hope to do my first one next year under my own company. I don't necessarily know if I want to be known as a party planner. I might use my events to promote my other businesses."
https://www.instagram.com/harshharisingani?stkn=YnU3cmZoeDhuYWt0
