Mumbai: Havas India, part of Paris-headquartered advertising and communications network Havas, has announced a strategic partnership with Banijay Asia, a division of Europe’s largest studio Banijay Entertainment, the group behind global super brands such as MasterChef, Survivor, Big Brother, and Temptation Island.
In India, Banijay Asia has already cemented its position as a powerhouse of entertainment with hit scripted and unscripted formats like The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager, and The Voice.
Through this alliance, Havas India will tap into Banijay Asia’s expertise in storytelling, entertainment IP, and content innovation to deliver culture-shaping work for its clients. The collaboration marks a move beyond conventional advertising, putting entertainment-led brand storytelling at the heart of Havas India’s creative solutions.
The partnership will also extend beyond India, with Banijay Asia working across Havas’ client portfolio in Southeast Asia markets including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, Philippines, South Korea, and Japan. This expansion ensures brands across the region can access Banijay Entertainment’s global content know-how and replicate its success at scale.
Speaking about the partnership, Rana Barua, Group CEO of Havas India, SEA & North Asia (Japan and South Korea), said, “This strategic partnership with Banijay Asia across India and SEA represents a pivotal step forward in how brands engage with audiences. Banijay Asia is renowned for creating world-class entertainment IP with impact far beyond borders. By combining this strength with our expertise, we are enabling clients to move beyond traditional advertising towards storytelling at scale that are bigger, bolder, and built to drive cultural and business impact. Advertising today is no longer confined to conventional mediums; it thrives at the intersection of entertainment, content, and culture. Together, we are unlocking opportunities that allow brands to remain relevant, meaningful, and truly future-forward.”
Deepak Dhar, Founder & Group CEO, Banijay Asia and EndemolShine India, added, “With our unmatched storytelling formats and Havas’ integrated communications network, we are equipping brands with the tools to entertain, inspire and become part of everyday conversations. India, and the Asia-Pacific region at large, is ready for a more immersive, content-first approach to brand building, and together we are leading that shift.”
The strategic partnership underscores the convergence of advertising and entertainment, setting the stage for a new era of brand-led cultural storytelling. By blending Havas India’s market expertise with Banijay Asia’s creative prowess, the collaboration will help brands build deeper connections, spark larger cultural conversations, and make a lasting impact.
This announcement also aligns with Banijay Entertainment’s broader growth in branded entertainment, following the recent launch of its specialist division Banijay Branded Entertainment (BBE), further strengthening the group’s global efforts in the space.
