Havas India launches Shortcut Shobiz India to target luxury experiential market

MUMBAI: Luxury is getting a new experiential address in India. Havas India has launched Shortcut Shobiz India, a luxury and lifestyle experiential agency in partnership with Paris-based Shortcut and Havas India’s experiential agency Shobiz.

The new entity marks Shortcut’s entry into India, following its recent expansion into Milan, and comes as the country’s luxury market continues to grow. India’s luxury market is estimated at between $10 billion and $12.1 billion, according to the 2025 State of Fashion report by McKinsey and the Business of Fashion.

Shortcut Shobiz India will combine Shortcut’s French savoir-faire and global creative expertise with Shobiz’s Indian production capabilities and understanding of local consumers.

The agency will focus on designing and producing immersive experiences and events for luxury, beauty, fragrance and lifestyle brands, as well as brand houses, institutions and organisations.

The agency will be led by Farah Lauren Khan, who has more than 15 years of experience across experiential marketing and brand strategy.

Based in Mumbai, Khan will serve as vice president of Shortcut Shobiz India and report to Shobiz chief executive officer Sameer Tobaccowala.

Her experience includes working with global brands such as Apple, Bvlgari, Cartier, Christian Louboutin, Dior, Estée Lauder, Ferrari, Gucci, Hermès, Jo Malone, Rolls-Royce, Rolex, St. Regis Hotels, Tod’s, Zara and W Hotels.

The agency will operate around the philosophy of “Experiences Designed with Artistic Intelligence”, bringing together French design sensibilities, global creative expertise and Indian craftsmanship.

The launch also reflects Havas India’s broader proposition of “Growth, Powered by Desire”, expanding its ability to offer clients services spanning strategy, creativity, production and execution.

Havas India group chief executive officer Rana Barua said the partnership comes at a crucial point for India’s luxury and lifestyle market, which is growing rapidly.

He said Shortcut Shobiz India is the 26th expertise added to the One Havas ecosystem in India and will strengthen the network’s integrated offering.

Barua added that Havas India already works with a significant roster of luxury and lifestyle clients among its more than 1,000 clients, while several others are looking to expand into the category.

He said the new agency will help strengthen existing client relationships and create new business opportunities.

Shortcut co-founder and co-president Christophe Pinguet said the India launch marks a significant step in the agency’s international expansion following Shortcut’s 30th anniversary in July 2026.

He said the partnership brings together Shortcut’s French savoir-faire, artistic intelligence and operational expertise with India’s creative talent.

Shortcut co-founder and co-president Lionel Laval said the partnership is built around complementary capabilities, combining Shortcut’s creative and artistic expertise with Shobiz’s production capabilities and local understanding.

He said the agency aims to create a new generation of immersive experiences for luxury, beauty, fragrance and lifestyle brands in India.

Shobiz chief executive officer Sameer Tobaccowala said the Indian experiential industry has evolved from event delivery towards creating experiences that shape how consumers connect with brands.

He said the luxury sector is accelerating that shift, with audiences increasingly expecting experiences that are thoughtful, immersive and authentic.

The new agency will be anchored at Shobiz’s offices across India, combining Shortcut’s global creative heritage with Shobiz’s production scale and understanding of Indian consumers.

With India’s luxury market expanding and brands increasingly looking for experiences beyond traditional advertising, Shortcut Shobiz India is positioned to bring global luxury expertise together with local creative and production capabilities.