The Adani Group has opened invitations for agencies to pitch for a consolidated media mandate valued between ₹500–600 crore, signaling a major shift toward a unified and digital-led communication strategy. According to reports from The Hindu, the initiative stems from the group’s goal to streamline planning, execution and measurement across its diverse business ecosystem.
The Request for Proposal (RFP) outlines eligibility criteria, requiring participating agencies to have a minimum annual turnover of ₹1,500 crore along with at least five years of experience managing large-scale national accounts. The mandate will cover an integrated mix of print, digital, outdoor, social media and influencer-led communication activities.
Currently, different Adani companies operate with separate agency partners, while the corporate account has been managed by OMD MudraMax since 2012. This fragmented structure has reportedly created silos with limited cross-business synergies and inconsistent impact analytics.
The new mandate aims to address these gaps by consolidating efforts under a single umbrella framework. Notably, more than half of the projected spending will be allocated to digital channels, emphasizing the group’s prioritization of audience targeting, measurable performance metrics and scalable content strategies.
Influencer marketing is also expected to play a significant role, particularly for consumer-facing verticals such as Adani Electricity and Adani Airports. The group’s reach makes the initiative substantial – Adani Electricity Mumbai serves over 45 lakh consumers, while Adani Airports oversees passenger traffic of nearly 20 crore annually.
The pitch is expected to draw interest from major global and national media agencies equipped for large integrated mandates.
