Omnicom Media Wins Netflix India Media Mandate

Netflix India has awarded its media mandate to Omnicom Media Group’s Initiative following a multi-agency review process, marking one of the more significant account movements in India’s OTT and entertainment advertising sector this year.

The account was previously handled by Wavemaker India, with the transition reflecting a broader shift in how streaming platforms are reassessing media strategy, audience intelligence, and subscriber acquisition efforts amid growing competition in the Indian market.

Industry observers view the move as part of Netflix’s evolving India growth strategy, particularly as the company expands regional-language content, advertising-supported offerings, and non-metro audience reach. Initiative’s capabilities in digital planning, performance marketing, and audience analytics are believed to have played a key role in securing the mandate.

The mandate is estimated to be valued at nearly ₹300 crore annually, making it one of the larger media accounts in India’s entertainment and streaming ecosystem. The development also strengthens Omnicom Media Group India’s position in the increasingly competitive media agency landscape, where networks are investing heavily in AI-driven planning, connected audience data, and measurable performance outcomes.

The move comes at a time when OTT platforms are facing increasing pressure to balance subscriber growth, advertising monetisation, and content investments. Across the industry, streaming companies are moving toward more integrated and data-led marketing models designed to improve audience engagement and conversion efficiency.

Netflix has continued expanding its India operations through investments in regional content, production infrastructure, and advertising capabilities as the country remains one of its key long-term growth markets globally.

 

About Netflix:

Netflix is a global streaming and entertainment platform offering films, series, documentaries, and gaming experiences across multiple languages and genres. The company continues to expand its presence in India through regional storytelling, production investments, and advertising-led growth initiatives.

About Omnicom Media Group:

Omnicom Media Group is the media services division of Omnicom Group, one of the world’s largest marketing and communications holding companies. The network operates globally through agencies including Initiative, OMD, and PHD, offering services across media planning, performance marketing, audience analytics, data intelligence, commerce, and digital transformation. Omnicom Media Group works with brands across industries to deliver integrated, technology-driven marketing strategies and measurable business outcomes.