NETFLIX AWARDS ₹300-CRORE MEDIA MANDATE TO OMNICOM MEDIA INDIA’S INITIATIVE

Netflix has awarded its ₹300-crore media mandate to Omnicom Media India’s Initiative after a multi-agency pitch. The account, previously handled by Wavemaker India, is one of the year’s most significant OTT wins. The decision highlights Netflix’s push for data-led, technology-driven media strategy amid fierce streaming competition in India.

Netflix has awarded its estimated ₹300-crore media mandate to Omnicom Media India’s agency network Initiative, following a hotly contested multi-agency pitch. The win marks one of the most significant account shifts in the entertainment and OTT sector this year, underscoring the intensifying battle for audience attention in India.  

The pitch process, first reported by e4m, was initiated earlier this year and invited several leading media networks to compete across television, digital, performance marketing, and regional outreach. Industry sources said the evaluation involved multiple rounds of strategic reviews, with emphasis on data-led planning and technology integration to strengthen Netflix’s market presence.  

The account was previously managed by Wavemaker India, which had overseen Netflix’s integrated media duties across traditional and digital platforms for several years. The transition to Initiative signals Netflix’s intent to recalibrate its media strategy in India, a market where streaming platforms are locked in fierce competition for subscribers and engagement.  

For Omnicom Media India, the mandate represents a landmark win in the OTT category, positioning Initiative at the centre of one of the largest entertainment media accounts in the country. The move is expected to reshape Netflix’s communications approach, combining scale with precision targeting to bolster its brand visibility and subscriber growth.  

Industry observers note that the decision reflects Netflix’s broader ambition to deepen its foothold in India, where regional content, competitive pricing, and innovative marketing are critical to success. With the account valued at ₹300 crore, the mandate is among the most prestigious in the sector, offering Initiative both significant billings and the opportunity to influence one of the world’s most recognisable streaming brands in a key growth market.