IPG Mediabrands agency handling the media mandate is going to continue handling the Amazon account globally. The total account of $1 billion-plus global includes 360 degree marketing media planning & buying where the brand is estimated to spend Rs 1,000 crore alone in Indian market. 

The review’s final round saw a Publicis Media conglomerate face off against a “holistic solution” group consisting of teams drawn from multiple IPG agencies including Initiative.