Havas India expands content-led marketing with Banijay Asia collaboration

New Delhi/Singapore: Havas India has entered a strategic partnership with Banijay Asia, the local arm of Banijay Entertainment, to build entertainment-led brand campaigns for clients in India and across Southeast Asia. 

The tie-up extends Banijay Asia’s remit to Havas client portfolios in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, the Philippines, South Korea and Japan.

Banijay Asia’s slate in India spans mass-market scripted and unscripted formats such as The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager and The Voice. The partnership is positioned to pull those storytelling and IP capabilities into brand work for Havas clients.

The companies frame the alliance as part of a broader convergence of advertising and entertainment, noting Banijay Entertainment’s specialist branded-content unit, Banijay Branded Entertainment (BBE).

Havas India shared, “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.”

Rana Barua, Group CEO of Havas India, North East Asia & South Asia, 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 is bigger, bolder, and built to drive cultural and business impact."

He added, "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 & 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.”