Netflix awards Rs 300 crore India media mandate to Omnicom after multi agency pitch

In a major development in advertising and streaming landscape, Netflix has awarded its media mandate to Omnicom Media India's agency network Initiative, following a closely watched multi-agency pitch process for the streamer’s estimated ₹300 crore account, according to multiple senior industry sources familiar with the matter.

The account was previously handled by Wavemaker India, which had managed Netflix’s integrated media duties across traditional and digital platforms for several years.

The mandate win marks one of the most significant media account movements in the entertainment and OTT category this year and comes amid intensifying competition among streaming platforms for audience attention and subscriber growth in India.

As previously first reported by e4m, Netflix had initiated a fresh media agency review earlier this year, inviting several leading media networks to participate in a comprehensive pitch spanning television, digital, performance marketing, and regional market outreach. Sources said the process involved multiple rounds of strategic evaluations focused on data-led planning, technology integration, and measurable business outcomes.

“Netflix was looking for a sharper, more integrated media framework aligned with its next phase of growth in India,” said a senior industry executive aware of the development. Another source added that Initiative’s performance-driven approach and capabilities across digital and audience analytics played a key role in securing the business.

The win is expected to significantly strengthen Initiative’s entertainment and digital portfolio in India, while also reinforcing Omnicom’s position in the increasingly competitive media agency ecosystem.

Netflix’s decision comes at a time when global streaming giants are reassessing marketing spends and customer acquisition strategies amid rising content investments and growing pressure on profitability. Rivals including Amazon Prime Video and Jiostar have also been recalibrating their media and content strategies to improve engagement and monetisation.

India continues to remain a strategic growth market for Netflix, particularly as the platform expands its regional-language content slate and pushes adoption of its advertising-supported offerings. Industry observers believe the new media structure could help the company deepen penetration beyond metro audiences and improve efficiency in subscriber acquisition campaigns.

The media mandate is estimated to be worth around ₹300 crore annually, making it among the most lucrative accounts in the Indian media agency market.

Neither Netflix nor Omnicom responded to the calls.

Large-scale media pitches such as this are often viewed as indicators of broader industry shifts, particularly around how brands evaluate agency capabilities. “Today, clients want far more than media buying efficiencies. They are looking for strategic partners with strong data, commerce, and performance capabilities,” said another senior media executive.

The transition is expected to take place over the coming months. For Initiative, the win represents a marquee addition at a time when competition among agency networks for high-value digital-first businesses is intensifying.

As the battle for streaming audiences continues to escalate, Netflix’s move to overhaul its media partnerships underscores the growing importance of precision marketing, regional intelligence, and measurable ROI in India’s rapidly evolving OTT ecosystem.