Advertising and Content Converge: Havas India and Banijay Asia Unite Across APAC
Havas India, part of the Paris-headquartered Havas advertising and communications network, has announced a strategic partnership with Banijay Asia, the local arm of Europe’s largest independent studio, Banijay Entertainment. The alliance is designed to move client brands beyond conventional advertising by integrating high-impact entertainment intellectual property (IP) and content innovation directly into creative solutions.
Scope and Objectives
The collaboration will leverage Banijay Asia’s extensive portfolio of storytelling expertise and content formats—which includes global super brands like MasterChef, Survivor, and Big Brother, alongside popular local adaptations such as The Kapil Sharma Show and The Night Manager—to create culture-shaping, entertainment-led campaigns.
Crucially, the partnership’s scope extends beyond India to cover Havas’ client portfolios across the entire Southeast Asia (SEA) region, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, the Philippines, South Korea, and Japan. This regional approach aims to ensure that brands under the Havas network can access Banijay Entertainment’s global content expertise to drive cultural and business impact at scale.
Executive Commentary
Rana Barua, Group CEO of Havas India, SEA & North Asia (Japan and South Korea), commented on the strategic move. “This partnership represents a pivotal step forward in how brands engage with audiences. By combining Banijay Asia’s renowned world-class entertainment IP with our integrated expertise, we are enabling clients to move beyond traditional advertising towards storytelling that is built to drive cultural and business impact. Advertising today thrives at the intersection of entertainment, content, and culture.”
Deepak Dhar, Founder & Group CEO, Banijay Asia and EndemolShine India, highlighted the market readiness for this shift. “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 are ready for a more immersive, content-first approach to brand building, and together we are leading that shift.”
About Havas India
Havas India is the integrated communications and advertising network for the Paris-headquartered Havas group. Operating under the “Village” model, it provides expertise across creative, media, and health networks. Havas India’s mission is to deliver meaningful and future-forward communication solutions for its clients by operating at the intersection of content, data, and culture across India, SEA, and North Asia.