Netflix has awarded its media mandate to Initiative India, part of Omnicom Media Group, after a multi-agency pitch process for the streaming platform’s estimated Rs 300 crore account, according to industry sources.
The account was previously managed by Wavemaker India, which handled Netflix’s integrated media responsibilities across traditional and digital platforms for several years.
The mandate is considered one of the most significant media account movements in the entertainment and OTT sector this year, amid increasing competition among streaming platforms for audience attention and subscriber growth in India.
Netflix reportedly initiated a fresh media agency review earlier this year, inviting leading media networks to participate in a comprehensive pitch process covering television, digital, performance marketing, and regional market outreach. Sources familiar with the development stated that the evaluation placed significant emphasis on data-led planning, technology integration, and measurable business outcomes.
Industry executives indicated that Netflix was seeking a more integrated media framework aligned with its next phase of growth in India. Initiative India’s capabilities in performance marketing, digital planning, and audience analytics are understood to have played a major role in securing the mandate.
India continues to remain a strategic growth market for Netflix, particularly as the platform expands its regional-language content portfolio and strengthens its advertising-supported offerings. Industry observers believe the new media structure could support Netflix in deepening its reach beyond metro audiences while improving efficiency in subscriber acquisition campaigns.
The mandate is estimated to be worth around Rs 300 crore annually, making it one of the largest media accounts currently in the Indian agency market.
The transition is expected to take place over the coming months. For Initiative India, the mandate comes at a time when competition among agency networks for large-scale digital-first businesses continues to intensify.
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