Havas India has entered the luxury experiential space with the launch of Shortcut Shobiz India, a new agency built in partnership with Paris-based Shortcut and Havas India’s own experiential unit, Shobiz. The move marks Shortcut’s first foray into India, following its recent expansion into Milan, and positions the agency to tap into India’s luxury market, estimated at $10–12.1 billion.
Farah Lauren Khan, an experiential marketing and brand strategy leader with over 15 years of experience across luxury and lifestyle sectors, will lead the venture as vice president, Shortcut Shobiz India. Based in Mumbai, she will report to Sameer Tobaccowala, CEO of Shobiz. Khan has previously worked with brands including Apple, Bvlgari, Cartier, Dior, Ferrari, Gucci, Hermès and Rolls-Royce, among others.
Positioned around the idea of “Experiences Designed with Artistic Intelligence,” the new agency combines French creative expertise with Indian production capability to design events and experiences for luxury and lifestyle brands.
Shortcut co-founders Christophe Pinguet and Lionel Laval described the launch as both a milestone for Shortcut, which recently marked 30 years, and a natural creative partnership built on shared values with the Shobiz team.
Rana Barua, Group CEO of Havas India, SEA and North Asia, called Shortcut Shobiz India the 26th expertise added to Havas India’s ecosystem, noting it strengthens the group’s offering to its existing luxury and lifestyle clients while opening new business conversations. Tobaccowala added that the partnership blends Shortcut’s global design heritage with Shobiz’s local execution strength and understanding of Indian consumers.
