“As part of the Havas Creative Network, we have access to unparalleled resources, ensuring that we offer nothing but the best-in-class solutions”
ES. Can you give us a brief overview of Shobiz Experience and its mission?
Sameer Tobaccowala. Since 1982, Shobiz has been India’s leading experiential agency. We thrive on creativity, innovation, and excellence. Our expertise spans diverse sectors, empowering clients to tell their stories uniquely. As your partner for events and exhibitions, we combine passion and proficiency to create unforgettable experiences that deeply connect with your audiences to positively impact your businesses. As an agency, we cater to both big and small projects and believe in bringing newness to all that we undertake. Today, we are India’s first truly experiential agency, renowned for our unparalleled creative solutions and impeccable delivery.
Shobiz has been working with some of the biggest, global brands for decades. These include FMCG giant Hindustan Unilever (5 decades), Tech majors like SAP, Intel, HPE, and VMware (over 2 decades), and Automobile heavyweights like Hyundai, Kia, and Mercedes Benz (over a decade). We believe our people make us and we take pride in our 300+ employees who may come from diverse backgrounds but bring the same passion for innovation and creativity to their work.
Our mission remains to be known as the most innovative and creative experiential marketing and exhibitions agency in India that engages in cultural immersion events, interactive experiences, art and design installations, fashion shows and shopping events, music and entertainment festivals, corporate team-building activities, and much more by tailoring the activities that resonate with the target audience to drive brand engagement and recall.
ES. How does Shobiz Experience differentiate itself from other similar platforms in the industry?
Sameer Tobaccowala. We are the storytellers of the modern era, crafting meaningful experiences through a fusion of innovation, technology, and decades of industry expertise. With over four decades in the industry, our experience-led approach enables us to deliver exceptional results efficiently. As part of the Havas Creative Network, we have access to unparalleled resources, ensuring that we offer nothing but the best-in-class solutions.
Shobiz brings to the table a unique blend of expertise and experience, with a proven track record of success working with both national and global brands. Our agency boasts some of the longest-standing client partnerships in the industry, including an impressive 49-year collaboration with HUL. It’s this enduring commitment to our clients that sets us apart. We don’t just prioritize the quality of our work; we also place immense value on nurturing strong relationships, listening to feedback, and, above all, cherishing our talented team members who drive our success. They are the heart and soul of our agency, and their dedication is what truly defines us. Our mission is to transcend brand stories into real-life experiences, setting new benchmarks along the way. Across various industries, we specialize in creating exhilarating experiences that leave a lasting impact. We believe that each “WOW” moment builds emotional connections, reinforces brand recall, and becomes a cherished memory for years to come.
ES. How do you measure the impact and effectiveness of the experiences offered on your platform?
Sameer Tobaccowala. We prioritize understanding our client’s expectations, from goal setting to creating a tangible list of outcomes, and work towards achieving that. The more detailed the measurement metrics that range from understanding the audience, the brand’s current perception, KPI, and the final ROI you are sure to achieve what one has set out for. Innovation is integral to our approach, as we actively research and develop innovative strategies mapped against the KPI’s. We place great emphasis on cultivating strong and innovative creative solutions that set the project apart and make it eye-popping and memorable. Eventually, the impact and effectiveness are twofold, one is how the experience was perceived through media and social impressions and the conversations it sparked and the other is whether the actual brand experience impacted the brand/product sales, reputation, and affinity.
ES. What advice would you give to someone looking to create their own unique experience or event?
Sameer Tobaccowala. The events industry is inherently dynamic. Many things come together to create a unique experience or event. From setting out goals of why, what you want to achieve, how will you reach your intended audience, and what you want them to experience all require deep understanding, research, and experience. It is best to get in touch with the experts who have deep domain knowledge and a proven track record
to deliver what you have set out for. Agencies like us deliver a lot of value and expertise. A client realizes this once we start working with them and that is the reason why our client relationships run into decades.
ES. With AI gaining traction much faster than other emerging technologies, and with new talent crashing and cracking new technology every day, how do you keep up with changing technology?
Sameer Tobaccowala. We are committed to infusing newness into everything we undertake. We understand that innovation stems from continuous learning and evolution. Maintaining a mindset of perpetual learning is essential for us to stay ahead of our competitors. Our team comprises a diverse blend of talent, ranging from seasoned veterans to fresh minds from Generation Z. Embracing technological advancements necessitates not only adopting the new but also letting go of outdated practices. This often involves enlisting expert guidance and supporting ongoing learning journeys. We prioritize investing in our employees and fostering their professional development, recognizing that a nurtured workforce fosters brand loyalty. With staff members who have been with us since the company’s inception, we uphold the belief that traditional values remain pertinent to our success.
At our core, we prioritize the human connection, striving to exceed expectations for our clients and their audiences by delivering unforgettable experiences. Leveraging cutting-edge technologies, we transform ordinary moments into extraordinary WOW moments that leave a lasting impression on consumers. Our commitment to innovation drives us to constantly push boundaries, offering fresh, exciting, and unique experiences that keep the momentum alive and leave everyone involved energized and enthralled.
ES. Like we have seen how considerate you are towards your client’s satisfaction, it also raises a question that how you cater to the needs of those you are providing your services to. We are eager to know how you deal with unsatisfied customers.
Sameer Tobaccowala. At Shobiz, our commitment to customer satisfaction drives everything we do. We prioritize a customer-centric approach, consistently striving to exceed expectations and deliver exceptional experiences. But this is not left as an intangible feeling but rigorously implemented through detailed measurement metrics. Client expectations, key KPI’s, and ROI’s are all listed out right at the beginning of the project. The project’s outcome and knowing what everyone is trying to achieve here especially measured against these metrics leave nothing for surprise later and the outcome is always effective. That doesn’t mean there is no room for improvement. By analyzing feedback and identifying trends, we continuously refine our processes and services to better serve our clients in the future. Our dedication to finding meaningful solutions ensures that we restore satisfaction and trust continuously strengthening our relationships with our valued clients.
ES. The year 2023 was promising for the industry, in your words how would you like to summarize 2023 for Shobiz?
Sameer Tobaccowala. In 2023, Shobiz experienced a year filled with remarkable achievements. Our agency garnered prestigious accolades, winning Gold for South Asia Event Marketing Agency of the Year and Silver for South Asia Brand Experience Agency of the Year at the ‘Campaign Agency of the Year Awards 2023’. We also won Gold for the Experiential Agency of the Year at e4M Media Awards 2023. Moreover, our commitment to client satisfaction was evident as we successfully retained all our clients, with many celebrating 20 years of partnership with us, including the noteworthy association with HUL, which reached an impressive 49 years.
Recognizing the growing demand for exhibitions among our clientele, we established an Exhibitions Business Unit to cater to these specific needs effectively with its rollout from January 2024. On the people front, Shobiz was one of the few experiential agencies that focussed on gender quality, having more women in leadership positions, and creating an equal-opportunity workplace. Our efforts to look after the well-being of our employees and creating opportunities for their growth won us the coveted – ‘Great Place to Work’, for the second time in a row.
Overall, 2023 was undeniably a triumphant year for Shobiz, reflecting our dedication to excellence, innovation, and client satisfaction.
ES. Any message that you like to share with the industry.
Sameer Tobaccowala. According to Make in India, India rose to the 63rd position in the comfort of doing business rank in 2020, a remarkable improvement from its 2014 ranking of 142 out of 190 countries—a significant leap of 79 positions. This improvement reflects the concerted efforts and progressive policies implemented by the government, which have enhanced operational flexibility and attractiveness for international investments. As an industry, we should take immense pride in this achievement. It underscores the value of our resources, talented workforce, and the burgeoning demand for alternatives among consumers, which has drawn the attention of numerous international brands to invest in India.
However, it’s crucial to acknowledge the challenges that persist, such as infrastructure limitations, logistical hurdles, and the need for more extensive facilities. Addressing these challenges requires collective efforts and collaboration within the industry. In India, we possess the right mindset and expertise to overcome these challenges and achieve extraordinary feats. At Shobiz, we are confident in our ability to deliver exceptional experiential and exhibit solutions tailored to any location, whether in India or across the globe. We are eager to collaborate with partners to create innovative, impactful, and meaningful experiences for targeted audiences. Being part of a larger communications group – Havas Creative Network, we have access to a diverse range of expertise, enabling us to offer comprehensive solutions that drive growth and success for the industry.
