Havas India has announced entered into a strategic partnership with Banijay Asia.

Banijay Entertainment is the group that has created shows such as MasterChef, Survivor, Big Brother, and Temptation Island among others.

In India, Banijay Asia's production slate includes The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager and The Voice. 

Through this alliance, Havas India aims to leverage Banijay Asia’s expertise in storytelling, entertainment IP, and content innovation to deliver differentiated work for its clients.

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.

Rana Barua, group CEO, Havas India, SEA & North Asia (Japan and South Korea), 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 and group CEO, Banijay Asia and EndemolShine India, added, "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.”