Havas to bring UK-based creative agency Cake to India
Havas Group has announced the Indian expansion of its UK-based creative agency Cake, which specializes in sport, entertainment and culture.
India will be Cake’s first global office outside the UK / The Drum
The agency – which was founded in London in 1999 and joined the Havas Group in 2008 – has worked on well-known sports and entertainment brands and rights holders in the UK including Aston Martin F1, BT, Commonwealth Games England, Diageo, PayPal, Puma, Sport England, the FA and Unicef.
Rosie Holden, chief executive officer of Cake, said: “There simply wasn’t a better moment in time than now to bring Cake to India, as it is the most exciting sports and entertainment market in the world right now.”
Some well-known global creative work from Cake includes BT’s ‘Watch Us Rise’ campaign, which aimed to increase female participation in grassroots football through the BT Playmaker online volunteer course, and JD Sports‘ ‘King of the Streets’ campaign, which had the goal of reaffirming the brand’s position as the number one retailer for street style and the leading brand in youth culture.
The India plan for Cake
India will be Cake’s first global office outside the UK. Rajika Mittra has been appointed as managing partner.
Rana Barua, group chief exec of Havas Group India, said: “With Cake, the group will have a specialized full-service creative agency that will solely focus on India’s biggest passion points – sport, culture and entertainment – while offering end-to-end solutions to clients.”
The launch of the country’s first creative agency specializing in these passion points is backed by emerging younger demographics. Barua continued: “India is a young country where the growing affluent class is constantly seeking customized, unique and exclusive experiences – that’s where Cake comes in.”
The opportunity could be huge, with a majority of clients looking at this emerging audience set with the task of connecting meaningfully with them.
Structurally, Cake will be integrated with Havas Village India, and would work closely with Shobiz India (Havas group’s existing footprint in experiential) and the recently-renewed Havas Sports & Entertainment vertical of Havas Media Group India.