Netflix has awarded its India integrated media mandate to Omnicom Media India following a multi-agency pitch and strategic review of its media operations in the country.
The account had previously been handled by Wavemaker, part of WPP. The mandate has included both traditional and digital media responsibilities, sources close to this development told Marketing Mind,
The review process had begun in April 2026, when Netflix reassessed its media planning and buying business in India as part of a broader shift in its market strategy.
The mandate has been considered one of the larger media accounts currently active in the Indian market. Industry sources have indicated that the pitch process had involved multiple agencies and focused on performance-led planning, data integration, and management of media investments across platforms.
Omnicom Media India has operated in India through agencies including OMD, PHD, Hearts & Science, UM, Initiative and Mediahub. The network has continued strengthening its focus on integrated media solutions and data-led planning.
The mandate shift has also reflected a wider industry trend, with brands increasingly reviewing and consolidating media partnerships to align with changing consumption patterns and cross-platform measurement requirements.
