Havas India Enters the Luxury Experiential Space with New Agency ‘Shortcut Shobiz India’
Havas India has officially announced the launch of Shortcut Shobiz India, a specialized experiential agency designed to cater exclusively to the burgeoning luxury and lifestyle sectors. This new venture is a strategic collaboration between the Paris-headquartered global powerhouse Shortcut and Shobiz, Havas India’s well-established experiential wing.
The launch marks a significant milestone for Shortcut, representing its maiden entry into the Indian market following a recent expansion into Milan. This move comes as India’s luxury landscape continues to witness explosive growth; Havas projections, backed by insights from the 2025 State of Fashion report by McKinsey and the Business of Fashion, estimate the local luxury market to be worth between $10 billion and $12.1 billion.
A Vision Led by Expertise
Shortcut Shobiz India will be spearheaded by Farah Lauren Khan, who joins the agency as Vice President. With over 15 years of deep-rooted experience in brand strategy and experiential marketing, Khan brings a prestigious portfolio of global work to the table. Her past engagements include high-profile collaborations with luxury giants such as Apple, Bvlgari, Cartier, Christian Louboutin, Dior, Gucci, Hermès, Ferrari, and Rolls-Royce. Khan will report directly to Sameer Tobaccowala, the CEO of Shobiz.
The agency is founded on the core philosophy of “Experiences Designed with Artistic Intelligence.” By merging Shortcut’s signature French savoir-faire and global creative sensibilities with the operational scale and local market insights of Shobiz, the agency aims to set a new benchmark for brand events and immersive activations across India.
Strengthening the One Havas Ecosystem
For Havas India, this new entity is the 26th addition to its “One Havas” network, further cementing its position as a holistic marketing powerhouse. Rana Barua, Group CEO of Havas India, SEA & North Asia, noted that the timing of this launch is ideal.
“India and France have long shared a strong commercial and cultural relationship,” Barua stated. “This partnership arrives at a particularly crucial moment when India’s luxury and lifestyle market is growing at an unprecedented speed.” He added that with over 1,000 existing clients, Havas is uniquely positioned to assist both established luxury houses and brands aspiring to enter the premium segment.
Elevating Consumer Connections
As the agency celebrates 30 years of global operations, Shortcut founders Christophe Pinguet and Lionel Laval view the Indian venture as a transformative new chapter. They aim to leverage the country’s remarkable creative talent to craft experiences that are both locally resonant and globally aspirational.
For Shobiz, the partnership is a natural evolution of its four-decade legacy in the Indian market. As consumer expectations for authentic, high-touch experiences continue to shift, the collaboration with Shortcut will allow the firm to pivot more aggressively into the premium sector. According to Sameer Tobaccowala, the shift in the industry is clear: “Audiences now expect experiences that are thoughtful, immersive, and deeply authentic.”
Headquartered in Mumbai, Shortcut Shobiz India will maintain a robust national presence with regional offices in Delhi, Bengaluru, and Chennai. The agency’s service remit includes end-to-end execution of product launches, high-end exhibitions, institutional ceremonies, and sophisticated content production, catering to the evolving needs of the beauty, fragrance, and lifestyle sectors.
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