Lodestar UM, part of Omnicom Media India, has secured the integrated media mandate for Amazon Music in India following a competitive review process. With this win, the agency will be responsible for driving full-funnel media activation for the music streaming platform.

The mandate will see Lodestar UM deploy its Full Color Media (FCM) framework to deliver insight-led and integrated campaigns for Amazon Music. The approach combines data, technology and creative thinking to design media strategies that reflect how audiences discover, consume and engage with music across platforms and moments.

According to the agency, the focus will be on building cohesive media experiences that align with consumer behavior while strengthening Amazon Music’s presence across touchpoints. By integrating cultural relevance with media precision, Lodestar UM aims to help the brand stay connected with listeners during moments of discovery, routine and emotional connection.

Commenting on the mandate win, Aditi Mishra, CEO of Lodestar UM, said that music plays a constant role in people’s lives, and Amazon Music has become an integral part of that journey. She added that the brand’s context demands a thoughtful and integrated media approach, and the agency values the trust placed in its team. Mishra noted that the Full Color Media framework enables Lodestar UM to deliver campaigns with strong integration, relevance and consistency.

The new mandate further strengthens Omnicom Media’s relationship with Amazon in India, building on existing collaborations across AWS in APAC and Japan. It also marks a strategic step forward in Lodestar UM’s expansion within the integrated media and brand-building space.

With this partnership, Lodestar UM is set to play a key role in shaping Amazon Music’s media strategy and deepening its connection with Indian audiences.