India/Singapore, September 30, 2025 – Havas India, part of Paris-headquartered advertising and communications network Havas, has announced a strategic partnership with Banijay Asia, part of Europe’s largest studio, Banijay Entertainment, the group behind some of the world’s most renowned super brands: MasterChef, Survivor, Big Brother, and Temptation Island.
In India, Banijay Asia has produced some of the most popular scripted and unscripted formats, including The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager and The Voice, cementing its position as a powerhouse of entertainment.
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.
Importantly, the partnership will not just be limited to India. Banijay Asia will work across Havas’ client portfolio across the SEA region, including, Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, Philippines, South Korea, and Japan, ensuring that brands under the network can tap into Banijay Entertainment’s global content know-how and replicate that magic across diverse regions.
Speaking about the partnership, 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 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.”
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.”
The strategic partnership underscores the growing convergence of advertising and entertainment and sets the stage for a new era of brand-led cultural storytelling. By blending Havas India’s market expertise with Banijay Asia’s creative powerhouse, the collaboration aims to help brands become part of larger conversations that make bigger impact.
The news also echoes Banijay Entertainment’s wider growth in branded entertainment, following the launch of specialist division Banijay Branded Entertainment (BBE), which is further evolving the group’s global efforts in this space.
About Havas India
Havas India gathers the expertise of 24 agencies, specialised divisions and strategic alliances across 3 verticals: Havas Media Network – Havas Media, PivotRoots (integrated digital), Arena Media, Havas Market (e-commerce), Havas Play (sports, entertainment & content), CSA (technology, data & analytics), Havas Programmatic Hub (programmatic trading desk), Havas Analytics (data & analytics); strategic alliances: Havas Media Tribes (out-of-home), Havas Play Gameplan (sports marketing), KlugKlug (influencer tech stack), and Havas Play SGSE (sports & entertainment); Havas Creative Network – Havas Creative India (creative), Havas People India (talent communications & employer branding), Havas CX India (customer experience), ekino (technology), Think Design (UX/UI), Shobiz (experiential marketing), Shobiz Exhibits (exhibitions), Conran Design Mumbai (branding & design), GateOne (business & digital transformation management), PR Pundit Havas Red (PR), and Prose on Pixels (content-at-scale); Havas Health Network – Havas Life Mumbai (health & wellness communications)
With its unique Village model, it is an integrated network present across 3 Villages in Mumbai, Gurugram and Bengaluru, and regional offices in Kolkata, New Delhi, Hyderabad and Chennai, with over 2500+ professionals and associates.
As one of India’s fastest growing and agile networks, Havas India has bagged multiple new clients across verticals and won several prestigious awards over the last 3 years including the group being Great Place To Work® Certified™ thrice in a row (Nov 2022 – Nov 2023, Dec 2023 – Dec 2024, Jan 2025- Jan 2026),
consistently being featured in the top 3 at R3 New Business League rankings, and winning at Campaign Asia-Pacific Agency of the Year awards, London International Awards (LIA), e4m Indian Marketing Awards, ABBY One Show, Campaign Women Leading Change awards, and more. Our CSR programs, DE&I initiatives, and being actively involved in various industry associations is what keeps us invested as a network that has a clear mission of making a meaningful difference to brands, businesses and people.
For more information, visit https://in.havas.com/ and follow Havas India on social media.
About Banijay Asia:
Launched in early 2018, as a Joint Venture between content powerhouse Banijay Entertainment and Deepak Dhar, Banijay Asia is today amongst the biggest players in entertainment – across screens, and across genres. Over the last few years, Banijay Asia has delivered mega-hit scripted adaptations like The Night Manager, The Trial (The Good Wife), Hostages, Call My Agent: Bollywood, Fall and successful originals such as Dahan, Matsya Kaand, Undekhi, and Tribhanga amongst many others. The content studio’s upcoming shows include Indian adaptations of Monk, House and Suits. On the non-scripted front, Banijay Asia is leading the genre with blockbuster titles like Rise and Fall, Temptation Island, The Kapil Sharma Show, MTV Roadies, The Voice, The Big Picture, Into The Wild with Bear Grylls, Case Toh Banta Hai and more.
About Banijay Entertainment
Banijay Entertainment – Let’s Show the World
Launched in 2008, content powerhouse Banijay Entertainment is home to over 130 production companies across 21 territories and delivers over 17,000 hours of content each year across the globe. An innovative creative leader, in 2024, it launched 250+ new non-scripted titles, an average 110+ scripted titles, 80 shows on streaming platforms, and produced 33 formats in more than 3+ territories.
Imagining and delivering high-quality, multi-genre IP that was born locally and travels globally, the business offers the best stories told the best way, and represents some of the biggest global brands in the market including Survivor, Big Brother, Peaky Blinders, MasterChef, Good Luck Guys, Rogue Heroes, Marie Antoinette, Mr Bean, The Summit, Black Mirror, Let’s Play Ball, and The Fifty among others.
Built on independence, creative freedom, collaborative entrepreneurialism, and commercial acumen, Banijay Entertainment and live events business, Banijay Live, operate under the direction of Chief Executive Officer, Marco Bassetti. It is under his leadership the collective businesses have grown to reach €3.348m in revenues and €528m in EBITDA for 2024.
