Netflix has reassigned its India media mandate to Omnicom Media Group after a competitive multi-agency pitch, marking a significant shift in its media strategy in the market. The account was previously managed by Wavemaker, a part of WPP.
The move comes after a strategic review initiated in April 2026, as Netflix looked to realign its media planning and buying approach in India in response to evolving consumer behaviour and platform dynamics.
The new mandate covers both traditional and digital media responsibilities and is considered one of the more substantial media accounts in the country.
According to industry sources, the pitch process placed strong emphasis on performance-driven planning, data integration, and the ability to manage investments seamlessly across platforms.
Omnicom Media Group operates in India through a network of agencies including OMD, PHD, Hearts & Science, UM, Initiative, and Mediahub. The network has been sharpening its focus on integrated solutions and data-led capabilities areas that are increasingly critical for large-scale media mandates.
The development also reflects a broader industry trend, with brands reviewing and consolidating their media partnerships to better align with shifting consumption patterns and the growing need for cross-platform measurement.
