Omnicom Media Group has secured Netflix India’s media mandate following a multi-agency pitch.
According to a media reports, the account is estimated to be worth around Rs 300 crore annually and includes media planning, buying and activation across digital and traditional channels. The mandate is understood to have been awarded to Initiative, an agency under Omnicom Media Group India.
Wavemaker, part of WPP Media, previously handled the account. Netflix began reviewing its India media mandate in April, and Wavemaker was not invited to participate in the latest pitch process.
The development comes as streaming platforms in India face increasing competition from services including JioHotstar, Prime Video India, SonyLIV and ZEE5. The report noted that companies are placing greater emphasis on marketing efficiency and targeted audience reach amid rising content costs and slower subscriber growth.
The shift aligns with a broader trend of advertisers reviewing and consolidating media mandates as brands seek integrated planning across digital and traditional platforms.
The transition of the Netflix India account is expected to take place over the coming months.
