Omnicom Media Group has won Netflix India’s media mandate, estimated at around Rs 300 crore annually, following a multi-agency pitch initiated earlier this year. The development marks the conclusion of a review process that began in April 2026, when Netflix put its media planning and buying account up for reassessment as part of a broader shift in its India strategy.
The account was previously handled by Wavemaker, part of WPP. The mandate includes both traditional and digital media responsibilities and is among the larger media accounts currently in the Indian market.
The pitch process involved multiple agencies and was understood to prioritise performance-driven planning, data integration, and the ability to manage media across platforms. These criteria reflect broader changes in how streaming platforms are approaching marketing, with greater emphasis on measurable outcomes and efficiency.
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The review comes at a time when competition in the Indian streaming market has increased, with global and domestic platforms competing for audience share. Rising content costs and slower subscriber growth have led companies to focus more closely on marketing effectiveness and targeted reach. India continues to be an important market for Netflix, particularly as it expands its content offerings across multiple languages and regions.
Omnicom Media Group operates in India through multiple agencies, including OMD, PHD, Hearts & Science, UM, Initiative, and Mediahub, under a consolidated structure following its merger with Interpublic Group. The network’s capabilities include data-led planning and integrated media execution, which are increasingly central to large-scale mandates of this nature.
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The shift in agency aligns with a wider trend of advertisers reviewing and consolidating media mandates in response to changes in the media landscape. Larger integrated mandates, combining digital and traditional channels, are becoming more common as brands look for unified strategies and clearer measurement frameworks.
The transition of the Netflix account is expected to take place over the coming months.
Storyboard18 has reached out to both Omnicom Media and Netflix for their official responses.
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