Havas India & Banijay Asia Enter into a Strategic Partnership
Havas India, which is affiliated with the Paris-based advertising and communications company Havas, has revealed a strategic alliance with Banijay Asia, a division of Banijay Entertainment, Europe's biggest studio.
Banijay Asia has created several highly successful scripted and non-scripted programs in India, such as The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager, and The Voice, as noted by the organization in their announcement.
This partnership will allow Havas India to expand beyond traditional advertising approaches and incorporate entertainment-driven brand narratives into the core of their creative offerings.
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Banijay Asia will collaborate with Havas' clients throughout the Southeast Asian market, encompassing Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, Philippines, South Korea, and Japan, allowing brands within the network to leverage Banijay Entertainment's worldwide content expertise.
Rana Barua, Group CEO of Havas India, SEA & North Asia (Japan and South Korea), says, “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.”
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Deepak Dhar, founder & Group CEO, Banijay Asia and EndemolShine India, says, “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.”
This strategic alliance highlights how advertising and entertainment are coming together, paving the way for a fresh chapter in brand-driven cultural narratives. Through the combination of Havas India's local market knowledge and Banijay Asia's innovative capabilities, this partnership will enable brands to forge stronger relationships, generate broader cultural dialogue, and create enduring influence.
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The announcement is also consistent with Banijay Entertainment's expanding presence in branded content, coming after the recent establishment of its dedicated unit Banijay Branded Entertainment (BBE), which reinforces the company's worldwide initiatives in this sector.