#e4mExclusive:  AMFI shortlists Lodestar UM, OMD India, Madison & WPP Media for Rs 300-cr media pitch

The Association of Mutual Funds in India (AMFI) has shortlisted four major agency networks — Lodestar UM, OMD India (part of Omnicom Media India), Madison World and WPP Media — as part of the ongoing review of its Rs 300-crore media mandate, according to industry sources close to the development. 

Havas Media and Zenith, part of Publicis Groupe, are understood to be out of contention at this stage. The winner of the media mandate will be announced next week, a top source told e4m. 

The development comes weeks after AMFI invited agencies to pitch for its media business, estimated by industry executives to be ₹300 crore.

Read earlier story - AMFI calls pitch

The mandate, currently handled by Dentsu for over a decade, spans integrated media planning and buying across television, print, radio, digital and emerging platforms. The review is being closely tracked by the advertising and media industry, given the scale of the business and the cultural relevance of AMFI’s long-running “Mutual Funds Sahi Hai” investor awareness campaign.

Sources said the final shortlist reflects a mix of network scale, digital transformation capabilities, rural outreach strength and performance marketing expertise. While Omnicom Media India was earlier believed to be a frontrunner in the process, the competition is now said to be tighter among the remaining contenders.

Industry observers note that the pitch arrives at a time when media networks are aggressively consolidating large-ticket mandates amid intensified competition among holding companies.

Recent reports by COMvergence showed WPP Media, Publicis Groupe and Omnicom Media Group are leading India’s media new business rankings in 2025, with agencies increasingly competing on data, commerce and AI-led planning capabilities.

AMFI’s media mandate is expected to play a crucial role in shaping the next phase of investor education in India. Beyond sustaining awareness in metro markets, the organisation is believed to be looking at deeper penetration into Tier-II and Tier-III towns, alongside younger, first-time investors entering mutual funds through digital investment platforms.

The creative business recently moved to Concept Communications after a multi-agency evaluation, signalling a broader strategic reset across AMFI’s communications ecosystem.

AMFI did not comment on the development.