Brands
Netflix hands Rs 300 crore India media mandate to Omnicom
Wavemaker exits as streamer bets on sharper growth and audience targeting
MUMBAI: Netflix has awarded its India media mandate, estimated at around Rs 300 crore annually, to Initiative, the media agency network under Omnicom Media Group, following a closely watched multi-agency pitch process, according to media reports.
The account was previously handled by Wavemaker, part of WPP, which had managed the streamer’s integrated media operations across digital and traditional platforms for several years.
The transition marks one of the biggest agency movements in India’s entertainment and OTT sector this year, underlining the intensifying battle among streaming platforms for audience attention, engagement and subscriber growth.
According to reports, the review process began in April 2026 as Netflix reassessed its media planning and buying structure as part of a broader India strategy reset. The pitch reportedly involved multiple agencies, with a strong focus on performance-led planning, data integration and cross-platform media execution.
Netflix was looking for a more agile and unified media strategy to support its next phase of expansion in India. Initiative’s strengths in audience intelligence, digital planning and performance marketing are believed to have played a major role in securing the business.
The mandate includes both traditional and digital media responsibilities, making it one of the largest active media accounts currently in the Indian market. The win is expected to significantly strengthen Initiative’s entertainment and digital portfolio while further boosting Omnicom Media Group’s standing in the highly competitive agency ecosystem.
The development also reflects a wider shift in the advertising industry, where brands are increasingly consolidating media mandates to create unified campaigns with clearer measurement frameworks and stronger efficiency. In the streaming business especially, marketing strategies are becoming more tightly linked to subscriber acquisition and retention goals.
Global streaming companies have been reworking media investments amid rising content costs and mounting pressure to improve profitability. Rivals such as Amazon Prime Video and JioStar have also been recalibrating their content and media strategies to sharpen engagement and monetisation efforts.
India remains a key growth market for Netflix, particularly as the platform expands regional-language programming and pushes adoption of its advertising-supported plans. Industry observers believe the new agency structure could help the streamer strengthen outreach in non-metro markets and improve efficiency in subscriber acquisition campaigns.
Omnicom Media Group operates in India through agencies including OMD, PHD, Hearts & Science, UM, Initiative and Mediahub under a consolidated operating structure.
The transition of the Netflix account is expected to take place over the coming months, setting the stage for a fresh chapter in one of India’s most competitive streaming battles.
