Havas India has strengthened its experiential marketing portfolio with the launch of Shortcut Shobiz India, a luxury and lifestyle experiential agency established through a partnership between Shortcut, the Paris-headquartered luxury experience specialist, and Shobiz, Havas India's experiential marketing arm.
Targeting India's Expanding Luxury Economy
The launch also marks Shortcut's official entry into India, following its recent expansion into Milan. The move comes as India's luxury market, estimated at $10 billion to $12.1 billion, continues to accelerate, according to the McKinsey and Business of Fashion (BoF) State of Fashion Report 2025, creating new opportunities for premium brand engagement. This reflects a broader industry shift where experiential marketing is becoming a strategic growth engine for luxury brands.
Experiential Marketing Becomes the Luxury Differentiator
As luxury brands increasingly prioritise immersive consumer experiences over conventional advertising, Shortcut Shobiz India aims to deliver curated, high-end brand activations tailored to India's evolving affluent audience. The collaboration combines Shortcut's global expertise in luxury storytelling with Shobiz's local execution capabilities, positioning Havas India to serve premium brands seeking deeper consumer connections through exclusive experiences and lifestyle-led engagement.
The Last Word
With rising disposable incomes, premium consumption and aspirational lifestyles driving demand, agencies with global luxury credentials and strong local execution are likely to play a pivotal role in shaping India's next phase of luxury brand experiences.