OMG’s Initiative wins Netflix India’s integrated media mandate

Netflix India has appointed Omnicom Media Group’s Initiative as its integrated media agency following a multi-agency pitch process, marking a significant addition to the network’s growing portfolio of entertainment and global brand partnerships. 

The mandate was announced by Omnicom Media Group on LinkedIn, describing the partnership as “a new chapter” driven by a shared ambition to shape culture through innovation, creativity, and audience intelligence. Wavemaker, part of WPP Media, earlier handled the mandate.   

With the appointment, Initiative India will handle integrated media responsibilities for Netflix India, focusing on audience engagement, media strategy, and scalable consumer connections in one of the platform’s most competitive and rapidly evolving markets. 

Commenting on the partnership, Vaishali Verma, CEO, Initiative India, said: 

“Netflix has consistently redefined how stories are discovered, consumed, and talked about, and that demands a media approach that is equally dynamic and responsive. At Initiative, we see media as a powerful growth engine – one that brings together data, human understanding, and real-time adaptability to create meaningful consumer connections. We look forward to driving strong business momentum for Netflix while helping them shape entertainment culture in India at scale.” 

The win further strengthens Omnicom Media Group India’s momentum in 2026, adding another marquee global brand to its client roster. According to the company, the mandate also reflects a broader industry shift where global brands are increasingly consolidating media responsibilities with partners capable of delivering integrated growth solutions across platforms and audiences.