Havas Group is set to expand its experiential marketing efforts in India with the introduction of Shortcut Shobiz India in early September. This new venture will bring the French agency Shortcut Events into the Indian market through a collaboration with Shobiz, the experiential division of Havas India.
Christophe Pinguet, co-founder of Shortcut Events based in Paris, shared this exciting news after discussions with the leadership teams from Havas India and Shobiz in Mumbai. He emphasized that this initiative will focus on creating engaging experiences specifically for luxury and lifestyle brands. With a growing demand for experiential marketing, this partnership aims to enhance consumer engagement.
Pinguet mentioned on social media that Shortcut Shobiz India will blend French creative talent with Indian execution skills to craft unique brand experiences that resonate with the local audience. He views India as a strategic market for growth and believes this partnership will help achieve Shortcut’s expansion goals.
This collaboration builds on the existing relationship between Havas and Shortcut Events, which began when Havas Group acquired a stake in Shortcut in 2021, incorporating the agency into its global network. Established in 1997, Shortcut is known for its expertise in organizing high-profile events across luxury, fashion, beauty, and corporate sectors, as well as delivering impactful brand experiences and digital content.
For Havas India, this launch represents another important milestone in growing Shobiz, which joined the Havas Creative Network after being acquired in 2019. Since then, Shobiz has diversified its services and opened new business sectors.
Earlier this year, Shobiz also launched Shobiz Exhibits, an agency specializing in exhibitions and trade shows, and partnered with Havas Life Mumbai to provide experiential solutions for the healthcare and pharmaceutical industries.
The upcoming partnership aims to meld Shortcut’s luxury experience with Shobiz’s expertise in Indian execution. Industry experts see this as part of a broader trend where global experiential agencies are enhancing their footprint in India, as brands increasingly look to connect with consumers through events and immersive experiences.
Pinguet plans to return to Mumbai in September for the official launch, which he considers a significant step in the company’s international growth journey.
