PR News September 2026

Havas India launches global luxury and lifestyle experiential agency, Shortcut, in partnership with Shobiz

Havas India has announced the launch of Shortcut Shobiz India, a new luxury and lifestyle experiential agency, created in partnership with Shortcut, a Paris-headquartered agency curating high-end luxury and lifestyle experiences, and Shobiz, Havas India’s leading experiential agency.

The launch marks the entry of Shortcut in India, a strategic move to tap into India's booming luxury market, valued at approximately $10 billion and $12.1 billion (Source: The McKinsey and Business of Fashion (BoF) State of Fashion Report, 2025).

Shortcut Shobiz India will be led by Farah Lauren Khan, an experiential marketing and brand strategy leader with over 15 years of experience in creating immersive brand experiences across luxury and lifestyle sectors. Based out of Mumbai, Farah will report to Sameer Tobaccowala, CEO, Shobiz, in her role as vice president of Shortcut Shobiz India.

Christophe Pinguet, co-founder & co-president, Shortcut, said, “Shortcut Shobiz India marks a defining milestone in our entrepreneurial journey. Having celebrated 30 years of Shortcut in July 2026, this venture represents both the strength of our legacy and the beginning of an exciting new international chapter."

"Together with Shobiz and Havas India, we are bringing together French savoir-faire, artistic intelligence, operational excellence and India’s remarkable creative talent to design experiences that are locally meaningful and internationally inspiring. I sincerely thank Yannick Bolloré, Sameer Tobaccowala and Rana Barua for their confidence in this shared entrepreneurial ambition.” He added.

Lionel Laval, co-founder & co-president, Shortcut, added, “Shortcut Shobiz India is, first and foremost, a creative partnership built on trust, shared values and complementary expertise. From our first conversations with Rana, Sameer, Farah and the Shobiz teams, it was clear that we shared the same passion for creativity, craftsmanship and executional excellence. Beyond their professionalism, I have been deeply impressed by the generosity, curiosity and creative energy of the India team."

Lionel further added, "By combining Shortcut’s artistic intelligence and finesse with Shobiz’s creative dynamism, production capabilities and deep local understanding, we have a unique opportunity to create a new generation of immersive experiences for luxury, beauty, fragrance and lifestyle brands in India.”

Rana Barua, group CEO, Havas India, SEA & North Asia (Japan & South Korea), said, “Shortcut Shobiz India will not only add more power to our suite of expertise but also strengthen our integrated offerings. Of the 1000+ clients in Havas India’s portfolio, we already have a significant roster of luxury and lifestyle client partners. And there are many more that want to expand into the luxury category. Shortcut Shobiz India will help us further strengthen our client partnerships and unlock many new business conversations."

Sameer Tobaccowala, CEO, Shobiz, added, “I’ve spent much of my career watching India’s experiential industry evolve from delivering events to creating moments that shape how people connect with brands. What excited me about this partnership is that Shortcut and Shobiz share a core belief: true creative brilliance only happens when world-class design and flawless execution exist as one."

"By anchoring this agency at Shobiz’s offices across India, we’re blending Shortcut’s global conceptual heritage with our creative depth, scale, and understanding of the Indian consumer. Together as partners, we’re setting a new standard for what collaborative experiential marketing can achieve here.” Sameer added.

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Andy Marthaler joins MedTech major DePuy Synthes as director, communications & external affairs, EMEA

Andy Marthaler has stepped into a new role as director, communications & external affairs for EMEA at DePuy Synthes.

He joins after more than 12 years across Johnson & Johnson's Innovative Medicine and MedTech divisions, bringing over a decade of pharmaceutical and medical technology communications experience to the new position.

The move comes at a significant moment for DePuy Synthes, which is preparing to become a standalone company as it separates from the wider J&J business.

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PivotRoots appointed digital media partner for Meghna Gulzar's Daayra

PivotRoots, a Havas company, has been appointed as the digital media partner for Daayra, the upcoming film directed by acclaimed filmmaker Meghna Gulzar and starring Kareena Kapoor Khan & Prithviraj Sukumaran. Produced by Junglee Pictures and Pen Studios, the film is slated to release in cinemas on September 18, 2026.

Through the partnership, PivotRoots will lead the film’s digital media strategy, leveraging its expertise across media planning, performance marketing, audience intelligence and digital amplification to build anticipation and connect the film with relevant audiences in the lead-up to its theatrical release.

Shibu Shivanandan, founder & CEO, PivotRoots, said, “Digital has fundamentally changed how audiences discover and engage with films, with anticipation building well before a theatrical release."

"Daayra brings together a strong creative proposition, an acclaimed director and an exciting cast, giving us an opportunity to build digital momentum."

He further added, "Predictive analysis is also reshaping movie marketing, enabling data-led planning that goes beyond traditional reach and frequency models to focus on outcomes. At PivotRoots, we will combine audience intelligence, media strategy and performance to ensure Daayra reaches the right audiences and builds momentum towards its release.”

The mandate builds on PivotRoots’ expanding footprint in the entertainment and movie business. The agency led digital media and performance marketing for the global trailer launch of Ramayana in July 2026, the cinematic adaptation produced by Prime Focus Studios and DNEG. Its recent movie portfolio also includes Alpha with Yash Raj Films, along with Sunny Sanskari Ki Tulsi Kumari and Tu Meri Main Tera, Main Tera Tu Meri, reflecting PivotRoots’ growing role in driving digital visibility and audience engagement for high-profile entertainment properties.

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Saksham Gupta joins Mahindra & Mahindra's marketing communications team

Saksham Gupta has joined the marketing communications team at Mahindra & Mahindra Limited's Automotive and Farm Equipment Business, stepping in as deputy manager.

He brings a background in automotive communications, having worked with brands including Mercedes-Benz India, Volkswagen India, Stellantis India and JSW MG Motor. Saksham is also a past winner of the PRmoment India 30 under 30.

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Tinu Cherian Abraham moves on from UST; global communications leader brings deep media and industry relationships

Tinu Cherian Abraham, senior director and head of global PR & media relations at UST, is set to move on from the technology services company. Cherian is expected to explore senior leadership opportunities across global PR, corporate communications, and public affairs.

Cherian's career has included leadership roles at UST, HARMAN and Ola, alongside earlier technology roles with organisations including Infosys, Cisco and Juniper Networks.

Cherian said, "UST has been an incredible chapter in my career. I am grateful to my team, colleagues, leaders and agency partners around the world for their trust, collaboration and support. I'm excited about what lies ahead."

With 22+ years of professional experience, including 13+ years leading communications for multinational technology and consumer companies, Cherian has built a reputation as a senior communications leader with a broad network spanning Indian and international media, corporate communications leaders, PR professionals and business executives.

At UST, Cherian has led global PR & media Relations with a global team and agency network, overseeing communications across 30+ countries. His remit included corporate reputation, executive visibility, thought leadership, media relations, public relations, government relations, and crisis communications.

Over the years, under his leadership, he has generated visibility and media coverage for organisations and senior executives across leading global and Indian media, including The Wall Street Journal, Forbes, The New York Times, Harvard Business Review, CNBC, BBC, Financial Times, The Guardian, Fortune, The Australian and Australian Financial Review, among others.

Beyond international media relationships, Cherian has built deep, long-standing ties across India's media fraternity, including senior journalists, editors and media leaders covering technology, business and corporate affairs. He has also developed an extensive network across India's corporate communications and PR professionals the ICG, bringing together the community.
 

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