Havas India and Banijay Asia Form Strategic Partnership to Redefine Brand Storytelling

Havas India has partnered with Banijay Asia to blend advertising expertise with entertainment IP, creating content-first brand solutions that aim to drive cultural relevance and impact across India and Southeast Asia.

A New Era of Advertising Meets Entertainment

In a landmark move, Havas India has entered into a strategic partnership with Banijay Asia, part of Banijay Entertainment, Europe’s largest studio and the name behind global superbrands such as MasterChef, Survivor, Big Brother, and Temptation Island. The collaboration is set to reshape how brands communicate with audiences by merging the strengths of advertising and entertainment into one powerful offering.

Banijay Asia is already a household name in India, producing blockbuster scripted and unscripted formats like The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager, and The Voice. By joining forces with Havas India, the studio’s storytelling expertise and entertainment-driven innovation will become a core part of advertising strategies, moving beyond conventional campaigns to craft narratives that resonate culturally and emotionally.

Extending Impact Beyond Borders

While India will be the primary focus, the partnership will extend across Southeast Asia, covering markets such as Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, the Philippines, South Korea, and Japan. This regional approach ensures that Havas clients can leverage Banijay Entertainment’s global IP expertise to create impactful campaigns across diverse audiences.

Leaders on the Vision Ahead

Rana Barua, Group CEO of Havas India, SEA, and North Asia, highlighted the significance of the collaboration, calling it a pivotal step in evolving brand storytelling. He explained that advertising today thrives at the intersection of entertainment, content, and culture, and that this partnership allows brands to think bigger, bolder, and more future-ready.

Deepak Dhar, Founder and Group CEO of Banijay Asia and EndemolShine India, echoed the sentiment, noting that the partnership empowers brands to become part of everyday conversations. With Havas’ integrated communications network and Banijay’s storytelling formats, the goal is to deliver immersive and content-first solutions for brand building across India and Asia-Pacific.

Why This Matters for Brands

This strategic partnership underscores the growing convergence of advertising and entertainment. By combining market expertise with creative entertainment IP, the alliance is designed to help brands cut through clutter and engage audiences in meaningful ways. The collaboration also aligns with Banijay Entertainment’s global expansion into branded entertainment through its specialist division, Banijay Branded Entertainment (BBE).

The Bigger Picture

The partnership between Havas India and Banijay Asia is more than just a collaboration, it is a blueprint for the future of brand-led storytelling. By leveraging culture-shaping entertainment IP and Havas’ communications expertise, the alliance aims to empower brands to stay relevant, spark conversations, and achieve business impact at scale.

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