WPP Media, Publicis and Omnicom Media Group (OMG) earned the most new business in 2025, according to the latest COMvergence New Business Barometer report for India. The report covers the period from January 2025 to December 2025 (FY 2025), including retentions.
The top media agencies were led by EssenceMediacom (new business value +$233 million), with a significant lead. Wavemaker moved to the number two position (new business value +$73 million), supported by wins such as Paytm (retention) and the e-commerce mandate for Reckitt India in Q4 2025.
Starcom and PHD closely followed, sharing the third position (new business value +$70 million each). Havas Media ranked fourth (new business value +$42 million), followed by OMD in fifth place (new business value +$28 million).
At the group level, WPP Media maintained its leadership (new business value +$320 million), followed by Publicis Media (+$223 million) and Omnicom Media Group (+$98 million).
Market moves
Among the 129 account moves and retentions assessed by COMvergence in the Indian market—representing total media spends estimated at $1.06 billion—only 25 were global or multi-market pitches, accounting for $227 million in new business value. In contrast, 104 accounts, representing $835 million in new business value, were local in nature.
This places India above the global average for local pitches, which stands at 58%, with India recording 79% of total pitches as local (country-specific).
Godrej Group, Kenvue, Hero MotoCorp, Marico, Dabur, Mars, LinkedIn, Paytm, Muthoot Finance, Sony Pictures Network, Shaadi.com, and Suzuki Motorcycles were among the key account moves that shaped the Indian market during this period.
