The Adani Group has opened a large-scale request for proposal (RFP), inviting agencies to compete for a consolidated media mandate valued at approximately ₹500–600 crore, according to a report by The Hindu. This step is part of the conglomerate’s efforts to unify and scale its media operations under a more streamlined structure.
The RFP outlines strict eligibility requirements: participating agencies must demonstrate a minimum turnover of ₹1,500 crore and possess at least five years of experience managing major accounts. The mandate covers the full media spectrum, including print, digital, social media, out-of-home advertising, and influencer-driven communication.
Historically, different Adani Group businesses have worked with multiple media agencies, while the overarching corporate mandate has been managed by OMD MudraMax since 2012. Insiders note that the current setup functions in silos, resulting in dispersed planning, limited measurement efficiencies and inconsistent execution across the portfolio.
The new mandate places a significant emphasis on digital-led strategies, with over half of the projected media spend allocated to digital channels. Influencer collaborations are also expected to be central to the plan, especially for high-consumption verticals like Adani Electricity and Adani Airports. Adani Electricity Mumbai services more than 45 lakh customers, while Adani Airports handles nearly 20 crore passengers each year.
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