Havas Group India launches sports, culture and entertainment agency Cake

The creative group includes agencies like Havas Worldwide India (creative), Havas CX (customer experience), Think Design (UI/UX), Conran Design Group Mumbai (brand design), Shobiz Havas (experiential) and Havas QED (integrated) .

Cake will be integrated into Havas Village India and will work closely with Shobiz Havas and the recently renewed Havas Sports and Entertainment vertical of Havas Media Group India. Cake will augment the expertise provided by Shobiz Havas in the field of activation and transactions, and partnerships by Havas Sports and Entertainment.

To lead it in India, he appointed Rajika Mittra as managing partner. His expertise lies in building businesses, conceptualizing high-end projects spanning sectors such as media and entertainment, sports, organizing arts and luxury events across Asia.

“Over the past few years, we have strengthened our offerings in India through meaningful conversations, the launch of new expertise, strategic combinations, acquisitions and joint ventures. As a result, in a very short time, we have grown from three to 15 specialized businesses and verticals, which has led to unprecedented growth for us,” said Rana Barua, Group CEO of the company in India.

“As we return to normalcy, our goal is to become the most forward-looking network in the country, focusing on bringing expertise, products and innovations that are never before seen in India. Bringing Cake to India is a resolute step towards this goal. Moreover, there has been a steady increase in India’s young affluent class who want to be part of new, innovative experiences,” he added.

“We thought there was simply no better time than now to bring it to India, as it is currently the most exciting sports and entertainment market in the world. And we feel privileged that our partnership with Havas Group India has allowed us to do this,” said Rosie Holden, CEO of Cake.

According to PwC, the Indian entertainment and media industry is expected to reach ₹4,30,401 crores by 2026 at a CAGR of 8.8%. These figures come from PwC’s Global Entertainment & Media Outlook 2022-2026 report which forecasts consumer and advertiser O&M spending in 52 territories.

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