Red Bull India has initiated a pitch process for its integrated media mandate, according to multiple industry sources familiar with the development. The account, valued at approximately Rs 80–90 crore, includes comprehensive media planning and buying responsibilities across both digital and traditional channels. Wavemaker, a WPP agency, currently manages the business.
Several leading media agencies are understood to be participating in the pitch, underlining the significance of the Red Bull mandate within India’s highly competitive beverage and youth-focused marketing space.
Industry executives indicate that the scope of work spans the entire marketing funnel, covering media strategy, planning and buying across platforms such as digital video, social media, television, OTT services and emerging channels. While Red Bull has largely maintained a digital-first media approach, conventional media continues to be leveraged around major events and key brand-led moments.
On a global level, Red Bull is recognised for seamlessly integrating brand storytelling, content creation and media investments, with strong emphasis on sports, music, gaming and creator-driven ecosystems. In India, the brand has progressively strengthened its presence across extreme sports, motorsports, college festivals and youth-centric cultural platforms, making an integrated media approach central to its marketing efforts.
Industry observers note that the move mirrors a wider trend among global advertisers in India, who are reassessing agency relationships to enhance return on investment and ensure closer alignment between media, content and experiential marketing strategies.
Read more: Adani Group Invites Agencies To Pitch For ₹500–600 Crore Integrated Media Mandate
