In one of the more significant media account shifts of the year, Netflix has moved its India media business to Omnicom Media Group – capping a competitive multi-agency pitch that began just weeks ago.
Netflix has awarded its India media mandate to Omnicom Media Group following a strategic review of its media planning and buying operations. The review, which kicked off in April 2026, was part of a broader rethink of Netflix’s market approach in India – one of the streaming giant’s most closely watched growth territories.
The account had previously sat with Wavemaker, a WPP agency. The new mandate covers both traditional and digital media responsibilities, and is regarded as one of the larger media accounts currently active in the Indian advertising market.
Industry sources indicate the multi-agency pitch placed heavy emphasis on data-driven capabilities, cross-platform media management, and measurable performance outcomes. Omnicom Media Group operates in India through a network of agencies including OMD, PHD, Hearts & Science, and Mediahub – all of which have been sharpening their integrated media and data-led planning offer.
The account move is also a signal of the times. Across India’s advertising industry, major brands are consolidating media partnerships to keep pace with fragmented consumption habits and the growing demand for unified cross-platform measurement. Netflix’s decision to review and reassign such a high-profile mandate reflects exactly that pressure – and Omnicom’s win suggests the network made a compelling case for what modern media planning in India needs to look like.
