Havas India, in collaboration with global experiential agency Shortcut and Mumbai‑based production house Shobiz, has launched a dedicated luxury experiential agency named Shortcut Shobiz India, the companies reported on Wednesday. The new entity will be based in Mumbai and aims to create live brand experiences for luxury, beauty, fragrance and lifestyle houses, as well as institutions and organisations.
International craft, local execution
The venture pairs Shortcut’s French creative heritage and worldwide execution capability with Shobiz’s Indian creative, production and on‑ground experiential knowhow. The launch comes as Shortcut expands in Europe — including a recent move into Milan — and seeks to tap into India’s rapidly growing luxury and lifestyle market, which The McKinsey and Business of Fashion (BoF) State of Fashion Report 2025 values at approximately $10 billion to $12.1 billion, the report noted in company materials.
Shortcut Shobiz India will operate as part of Havas India’s broader offering and is identified as the 26th expertise added to the One Havas ecosystem in the country, signalling an effort by the group to broaden integrated services for clients.
Leadership and clientele focus
Farah Lauren Khan has been appointed Vice President and will lead the Mumbai‑based operation, reporting to Sameer Tobaccowala, CEO at Shobiz, the companies said. Khan brings more than 15 years’ experience in experiential marketing and brand strategy, having worked with high‑end global brands such as Apple, Bvlgari, Cartier, Dior, Ferrari, Gucci, Hermès, Rolex, Rolls‑Royce and W Hotels, according to the launch announcement.
The agency is expected to design and produce a range of physical and hybrid experiences — including product launches, immersive boutiques, brand activations and signature events — tailored for luxury and lifestyle clients both within India and for international maisons seeking a foothold in the market.
“India and France have long shared a strong commercial and cultural relationship, this partnership arrives at a particularly crucial moment when India’s luxury and lifestyle market is growing at an unprecedented speed,” Rana Barua, Group CEO at Havas India, SEA & North Asia (Japan & South Korea), said in a statement.
Barua framed the move as complementary to Havas India’s existing client roster, noting that of the group’s more than 1,000 clients, a significant number are active in or looking to expand into the luxury category. He added that the new agency will reinforce integrated offerings and open fresh business conversations.
Why it matters for India’s lifestyle sector
The addition of a dedicated luxury experiential arm under a major international network reflects how brands are prioritising live and sensory connections with affluent Indian consumers. Experiential campaigns are often the route through which high‑end brands build long‑term desire and loyalty in markets where in‑store and event‑based touchpoints remain influential.
- Market context: The Indian luxury and lifestyle market is estimated at $10–12.1 billion (McKinsey/BoF State of Fashion Report 2025).
- Capabilities: Combines Shortcut’s global creative knowhow with Shobiz’s local production and event experience.
- Leadership: Farah Lauren Khan to head operations from Mumbai, reporting to Sameer Tobaccowala.
| Item | Detail |
|---|---|
| Agency name | Shortcut Shobiz India |
| Location | Mumbai |
| Leadership | Farah Lauren Khan, Vice President |
| Parent / partners | Havas India, Shortcut (France), Shobiz (India) |
| Target sectors | Luxury, beauty, fragrance, lifestyle, institutions |
For Indian consumers and brand teams, the move promises more curated experiences that blend European design sensibility with Indian production realities — an approach likely to appeal to both international maisons testing India and homegrown luxury labels aiming to upscale their presentation.
While the launch highlights ambition and international partnership, delivery will be judged on creative originality, operational execution across Indian cities and the ability to translate expensive one‑off activations into sustainable brand growth. For now, the collaboration signals a vote of confidence in India as a growth territory for premium experiential marketing.
The launch was reported by marketech‑apac.com, which carried the companies’ announcement and quotes from Havas India leadership.
