MAM
Havas gets whiskers deep in experiential marketing
PARIS: Havas has pounced on Bearded Kitten, scooping up the multi-award-winning experiential agency in a move that proves live brand experiences are no longer the industry’s poor relation. The acquisition pole vaults Havas Play’s global firepower just as marketers are throwing money at immersive activations like sailors on shore leave.
Founded in 2007, Bearded Kitten has clawed its way to the top of the experiential heap, delivering end-to-end brand activations for Netflix, Unilever, L’Oréal and Twitch. The 45-strong outfit brings specialist chops in immersive design, prop-making and theatrical production—skills that mesh nicely with Havas’s existing client roster including Red Bull, Pokémon, Google and Disney.
The numbers tell the tale. Global spending on experiential marketing has hit $128.3 billion, with 74 per cent of Fortune 1000 marketers planning budget increases in 2025. In Britain, events budgets surged 23.1 per cent in the first quarter of 2024—the fastest clip in 11 years. The UK market itself is growing at a healthy 8-9 per cent annually.
Bearded Kitten will keep its name (with “Part of Havas Play” tacked on), its offices and its founder. Barney Sutton, now chief executive of the renamed agency, will join Havas Play’s leadership team under chief executive Nick Wright. Together they’ll command a 200-strong experiential powerhouse.
“We’ve been particularly selective about potential partners, but Havas Play instantly felt like the missing piece,” said Sutton, clearly pleased with his catnip deal.
Havas chairman and chief executive Yannick Bolloré called Bearded Kitten one of the world’s top experiential agencies—a statement backed by the agency’s trophy cabinet, which includes gold for Brand Experience Agency of the Year at the 2022 Campaign UK awards and wins for clients like Intuit Mailchimp and Battersea Power Station.
The acquisition marks Havas’s latest bet that brands increasingly want to earn their place in culture through lived experiences, not just interrupt it with adverts. With Bearded Kitten in the fold, they’ve got the fur to fly.
Brands
Amol Parashar invests in Nisaki Gin as strategic stakeholder
Actor shifts from endorsements to ownership with colour-changing craft gin
MUMBAI: Actor Amol Parashar has taken a spirited new turn off screen, investing in premium liquor label Nisaki Gin as a strategic stakeholder. The move marks a clear pivot from brand ambassador to brand believer, signalling a more hands-on chapter in how the actor engages with businesses.
Best known for his performances in the web series Tripling, the historical drama Sardar Udham, and the streaming title Gram Chikitsalay, Parashar has steadily built rapport with younger audiences. An IIT Delhi graduate, he pairs creative instinct with analytical rigour, and says he prefers partnerships rooted in conviction rather than mere visibility.
That thinking found a match in Nisaki Gin, a homegrown label that quite literally changes colour. The spirit shifts hues when mixed with tonic or citrus, turning every pour into a small spectacle. It is chemistry with character, and a conversation starter in a glass.
“Transformation has always been central to my journey as an actor,” Parashar said. “What drew me to Nisaki was the way it captures that spirit through its evolving hues and layered character. India’s premium spirits space is at an interesting inflection point, and I see this as a long term journey rooted in culture, quality and conviction.”
The brand is built around the philosophy ‘Love Every Hue’, celebrating nuance and layered experiences. In a market where identity and taste are increasingly fluid, the gin’s shifting shades mirror the evolving preferences of modern consumers.
Founder Sanchit Agarwal believes the partnership goes beyond capital. “Amol represents versatility and a strong connect with young audiences, which aligns well with how Nisaki is building its brand. His involvement brings not just investment, but insight as we grow across key markets,” he said.
India’s premium gin segment has gathered pace in recent years, buoyed by curious drinkers and the rise of craft labels. With Parashar now on board, Nisaki appears ready to raise a glass to its next phase, proving that sometimes the most interesting transformations happen off screen.
