Lodestar UM Wins Amazon Music’s Integrated Media Mandate in India

Lodestar UM, the media agency under Omnicom Media India, has been awarded the integrated media mandate for Amazon Music, strengthening its footprint in the digital entertainment and streaming segment.

The account was won following a competitive review process, with Lodestar UM taking on responsibility for full-funnel media activation for the music streaming platform in the Indian market.

Focus on data-led, integrated media strategy

Under the partnership, Lodestar UM will deliver integrated and insight-driven media solutions, drawing on its Full Color Media (FCM) framework. The approach combines data, technology and creative strategy to build brand distinctiveness and long-term value, while aligning closely with how consumers discover and engage with music platforms.

The agency said the mandate will involve crafting media and marketing strategies that reflect evolving consumption habits across devices, formats and cultural touchpoints.

CEO highlights cultural role of music

Commenting on the win, Aditi Mishra, Chief Executive Officer, Lodestar UM, said the platform’s growing role in everyday life requires a nuanced and integrated media approach.

“Music is deeply embedded in the way people move through the world, and Amazon Music has become a consistent presence across moments of discovery, routine and connection. That kind of context calls for a thoughtful and integrated media approach, and we value the trust placed in our team to deliver it,” Mishra said.

“Our Full Color Media framework allows us to approach this responsibility with a clear emphasis on integration, cultural relevance and consistency,” she added.

Expanding Omnicom–Amazon relationship

The India mandate also marks another step forward in Omnicom Media’s expanding global relationship with Amazon. The partnership already spans Amazon Web Services (AWS) across the Asia-Pacific region and Japan, and the addition of Amazon Music further deepens collaboration between the two groups.

The development underscores the intensifying competition among global media networks to secure mandates from major digital platforms, as streaming services continue to scale advertising investments in high-growth markets such as India.