India — Aiming to expand entertainment-led brand storytelling opportunities, Havas India has partnered with Banijay Asia for clients across India and Southeast Asia.
Banijay Asia, as part of Banijay Entertainment’s largest studio in Europe, is known globally for formats including MasterChef, Survivor, Big Brother, and Temptation Island. In India, Banijay Asia has produced shows such as The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager, and The Voice.
The partnership will see Havas India draw on Banijay Asia’s experience in storytelling, entertainment IP, and content innovation. The companies also said that the collaboration would help brands shift beyond traditional advertising models and further integrate entertainment more directly into campaigns.
The scope of the alliance extends beyond India, with Banijay Asia set to work across Havas’ client portfolio in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, the Philippines, South Korea, and Japan.
Rana Barua, group chief executive of Havas India, SEA & North Asia (Japan and South Korea), shared that the partnership represents a pivotal step in how brands engage with their audiences, with Banjiay Asia known for creating world-class entertainment IP.
“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,” added Rana.
Additionally, Rana argued that ‘advertising today is no longer confined to conventional mediums’, hence, “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.”
On the other hand, Deepak Dhar, founder and group chief executive of 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 partnership reflects a wider trend towards convergence between advertising and entertainment, and aligns with Banijay Entertainment’s growing presence in branded content. It follows the launch of Banijay Branded Entertainment (BBE), a specialist division designed to support the group’s global efforts in this area.
