Collaboration aims to blend advertising and entertainment for culture-shaping brand storytelling
Havas India, part of the Paris-headquartered advertising and communications network Havas, has announced a strategic partnership with Banijay Asia, the regional arm of Europe’s largest studio, Banijay Entertainment—the group behind global hits like MasterChef, Survivor, Big Brother, and Temptation Island.
In India, Banijay Asia has established itself as a powerhouse of entertainment with successful scripted and unscripted formats such as The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager, and The Voice.
Through this collaboration, Havas India will leverage Banijay Asia’s expertise in storytelling, entertainment IP, and content innovation to deliver culture-shaping campaigns for its clients. The partnership signals a move beyond traditional advertising, placing entertainment-led brand storytelling at the core of Havas India’s creative solutions.
The alliance will also extend across Southeast Asia markets-including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, the Philippines, South Korea, and Japan-allowing brands in the region to tap into Banijay Entertainment’s global content expertise and scale its success locally.
Rana Barua, Group CEO of Havas India, SEA & North Asia, said, “This partnership with Banijay Asia across India and SEA is a pivotal step in redefining how brands engage audiences. Banijay Asia creates world-class entertainment IP with global impact. By combining their strength with our expertise, we are enabling clients to move beyond traditional advertising towards storytelling at scale-bigger, bolder, and culturally resonant. Today, advertising thrives at the intersection of entertainment, content, and culture. Together, we are unlocking opportunities for brands to remain relevant, meaningful, and future-ready.”
Deepak Dhar, Founder & Group CEO, Banijay Asia and EndemolShine India, added, “With our storytelling formats and Havas’ integrated communications network, we are giving brands the tools to entertain, inspire, and become part of everyday conversations. India and the Asia-Pacific region are ready for a more immersive, content-first approach to brand building, and together we are leading that shift.”
The partnership highlights the growing convergence of advertising and entertainment, blending Havas India’s market expertise with Banijay Asia’s creative capabilities. Together, the collaboration aims to help brands forge deeper connections, spark cultural conversations, and make a lasting impact.
This move aligns with Banijay Entertainment’s global expansion into branded content, following the launch of its specialist division, Banijay Branded Entertainment (BBE), reinforcing the group’s leadership in entertainment-driven brand engagement.
