MAM
Havas Health & You to broaden APAC offering with Sorento buy
MUMBAI: Havas Group is expanding its capabilities and footprint in the important and burgeoning Indian market by adding Sorento to its roster of agencies. Sorento will integrate the Havas Health & You business unit and be rebranded Havas Life Sorento. This strategic acquisition will allow Havas to further develop its regional presence and add to its depth and breadth in India to deliver for global clients.
Sorento’s current client base is a strong and complementary mix for Havas’ health-and-wellness activities, with such international clients as Abbott, Johnson & Johnson, MSD, along with local pharmas including Alkem, Dr. Reddy’s, Finlinea Healthwits, Glenmark and Torrent. The agency is well regarded by clients and peers and is the only Indian healthcare agency to have won the prestigious Cannes Lion.
Yannick Bolloré, CEO, Havas Group, commented: “We are delighted to welcome Sorento to our group. The team will partner with Havas Health & You India to create a broader health-and-wellness offering in the region for our existing global clients and provide a new infusion of energy that will allow us to expand our APAC capabilities.”
Following the acquisition, the management team of Susan Josi and Sangeeta Barde—Sorento’s co-founders and managing partners—will continue to head up the team of more than 70 health-and-wellness comms professionals. Josi and Barde will report to Charles Houdoux, CEO, Havas Health & You APAC, and will work closely with local Havas India management for day-to-day operations.
Barde and Josi said: “At Sorento we passionately believe that even complex healthcare brand problems can be solved with insightful and creative ideas. Our years of dedication and the commitment of many people who have been associated with Sorento have allowed us to forge strong partnerships with our clients and help build their brands in India. Joining hands with Havas will equip us to look beyond our current frontiers and make us an even more valued partner in India and beyond.”
Josi, with a Master’s in Pharmacy and Management, has more than 28 years of experience in the healthcare sector. Barde has more than 22 years of experience in pharma marketing and healthcare communications and trained as a microbiologist before going on to earn a Master’s in Marketing Management.
“The Sorento culture of innovative, best-in-class client service makes it an ideal fit for the Havas Health & You family. Its integrated approach to brand stewardship has resulted in long-term relationships with clients, which also aligns with our client-first philosophy,” added Donna Murphy, CEO, Havas Health & You.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
