Havas India, part of Paris-headquartered advertising and communications network Havas, has announced a strategic partnership with Banijay Asia, part of Europe’s largest studio, Banijay Entertainment, the group behind some of the world’s most renowned super brands: MasterChef, Survivor, Big Brother, and Temptation Island.
In India, Banijay Asia has produced some of the most popular scripted and unscripted formats, including The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager and The Voice, cementing its position as a powerhouse of entertainment.
Through this alliance, Havas India will leverage Banijay Asia’s unmatched expertise in storytelling, entertainment IP, and content innovation to deliver differentiated, culture-shaping work for its clients. The collaboration will enable Havas India to move beyond conventional advertising and bring the power of entertainment-led brand storytelling to the heart of its creative solutions.
Importantly, the partnership will not just be limited to India. Banijay Asia will work across Havas’ client portfolio across the SEA region, including, Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, Philippines, South Korea, and Japan, ensuring that brands under the network can tap into Banijay Entertainment’s global content know-how and replicate that magic across diverse regions.
Speaking about the partnership, Rana Barua, Group CEO of Havas India, SEA and 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 and Group CEO, Banijay Asia and EndemolShine India, said: “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 growing convergence of advertising and entertainment and sets the stage for a new era of brand-led cultural storytelling. By blending Havas India’s market expertise with Banijay Asia’s creative powerhouse, the collaboration aims to help brands become part of larger conversations that make a bigger impact.
The news also echoes Banijay Entertainment’s wider growth in branded entertainment, following the launch of specialist division Banijay Branded Entertainment (BBE), which is further evolving the group’s global efforts in this space.
