Team siliconindia

• Havas to offer entertainment led brand storytelling
• Banijay Asia to create content across Havas’ SEA client base
• Partnership aims to blend advertising with pop culture and content

Havas India has partnered with Banijay Asia in a strategic move to bring entertainment driven storytelling into brand campaigns. The collaboration marks a shift from traditional advertising to content first brand building, aiming to help brands connect with audiences in a more immersive and culturally relevant way.

Banijay Asia, known for producing blockbuster shows like Bigg Boss, The Kapil Sharma Show, and The Night Manager, will now work across Havas’ client portfolio in India and Southeast Asia. This includes countries like Singapore, Indonesia, Thailand, Vietnam, South Korea, and Japan.

The goal is to combine Banijay’s strength in creating impactful entertainment content with Havas’ integrated communications approach, offering brands a new way to engage audiences through storytelling formats that inspire, entertain, and spark everyday conversations.

Rana Barua, Group CEO of Havas India, SEA & North Asia, said the partnership is a leap toward helping brands move beyond ads and into culture driven storytelling. “Advertising today sits at the intersection of content, entertainment, and culture”, he noted.

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Deepak Dhar, Founder & Group CEO of Banijay Asia and EndemolShine India, added, “We’re enabling brands to become part of culture by entertaining and inspiring their audience. The Asia-Pacific market is ready for this shift”.

This partnership is expected to unlock new creative avenues for brands across the region, allowing them to stay relevant and resonate more deeply with their audiences.