CE DESK 
Omnicom’s Lodestar UM wins full-funnel media mandate for Amazon Music India after competitive pitch, leveraging Full Color Media framework.
Lodestar UM, an Omnicom Media India agency, has secured the integrated media mandate for Amazon Music following a multi-agency competitive review. The agency will manage full-funnel media activation, delivering insight-led strategies across planning, buying, and optimization for the streaming service’s growth in India.
Leveraging UM’s proprietary Full Color Media (FCM) framework, Lodestar UM combines data, technology, and creativity to build brand distinctiveness and intrinsic value. This approach crafts culturally resonant media ecosystems aligned with audience engagement patterns—from discovery and routines to social connections—amid music’s pervasive role in daily life. The scope encompasses traditional, digital, CTV, social, and performance channels for maximum reach and ROI.
Aditi Mishra, CEO of Lodestar UM, highlighted the win’s significance: music demands thoughtful integration, and FCM ensures cultural relevance and consistency for Amazon Music’s evolving presence. This mandate deepens Omnicom Media’s Amazon partnership, building on AWS collaborations across APAC and Japan.
Lodestar UM’s client portfolio—PepsiCo, Hindustan Unilever, Nestlé, Diageo, and now Amazon Music—benefits from its 500+ experts delivering agile, intelligence-driven solutions. The agency’s emphasis on AI-powered planning and real-time optimization positions it for India’s booming audio streaming market (projected 25% CAGR to 2028).
As competitors like Spotify and JioSaavn intensify battles, Lodestar UM’s data-centric playbook will amplify Amazon Music’s personalization, playlists, and live events amid 500M+ Indian listeners. This pitch victory underscores Omnicom’s media prowess in entertainment verticals.
