Banijay Asia, Havas India forge entertainment-led brand storytelling pact

Advertising firm Havas India has entered into a partnership with Banijay Asia, the studio behind The Kapil Sharma Show, Bigg Boss and The Night Manager.

The collaboration will enable Havas India to use Banijay Asia’s scripted and unscripted formats to develop entertainment-led campaigns for brands. It will also cover Havas’ clients across Southeast Asia, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, the Philippines, South Korea and Japan.

“Advertising today is no longer confined to conventional mediums; it thrives at the intersection of entertainment, content, and culture,” said Rana Barua, Group CEO of Havas India, SEA and North Asia.


Deepak Dhar, Founder and Group CEO of Banijay Asia and EndemolShine India, said the Asia-Pacific region is ready for a more content-driven approach to brand building.