Shobiz Experiential, part of Havas Creative Network India, set a new benchmark in automotive launches as it engineered the complete experiential ecosystem for Mahindra’s “Scream Electric” Day 1 showcase—an event designed to introduce a bold Race-to-Road narrative for the brand’s electric future.
Positioned not just as an event but as an electric movement, the experience was conceived, produced, and executed end-to-end by Shobiz. The agency transformed Mahindra’s brief—“Don’t just launch it. Make it scream.”—into an immersive environment that blended precision engineering with emotional storytelling.
At the heart of the reveal was Shobiz’s orchestration of a dual global showcase: the elite M12 Electro Formula E racer and the world’s first Formula E-badged BE 6. The agency built a high-performance launch framework that highlighted Mahindra’s design and technological advancements while amplifying the excitement surrounding the brand’s “winning formula” in electric mobility.
Behind the scenes, Shobiz’s multidisciplinary teams navigated complex fabrication, stage engineering, dynamic lighting, and cinematic reveal sequences to deliver an experience that mirrored Mahindra’s ambition. With meticulous attention to detail—from track-inspired spatial design to energy-packed visual language—the agency ensured that the narrative unfolded with intensity and impact.
Day 1 of “Scream Electric” delivered precisely what Shobiz set out to achieve: an unfiltered burst of energy, emotion, and electric ambition, signalling the beginning of Mahindra’s next chapter and reaffirming Shobiz’s leadership in large-scale experiential transformation.
