Adani Group’s Rs 500 Cr+ Media Mandate Likely to Head for Review

The Adani Group’s media business, estimated at over Rs 500 crore, is set to undergo a comprehensive review, according to industry sources. The upcoming pitch is already generating buzz across leading media agency networks, largely due to the conglomerate’s growing presence across consumer-facing sectors and its aggressive expansion plans.While there has been no official confirmation from the group, multiple sources suggest that the review is part of a broader reworking of its media planning and buying approach as it prepares for its next phase of growth. Reports indicate that the Request for Proposal (RFP) comes with strict eligibility rules, including a minimum agency turnover of Rs 1,500 croreand a five-year track record of handling large-scale accounts, pointing to a shortlist dominated by major global networks.

The move signals a change from the group’s previous setup, where MudraMax has handled media duties for Adani Cement and corporate accounts. The review reflects how the conglomerate’s expanding consumer portfolio  spanning FMCG, packaged foods, and other retail-driven categories  may require a more integrated and future-focused media strategy.

Once officially announced, the Adani pitch is expected to be among the largest media mandate reviews of the year, with significant business up for grabs. Industry watchers will be closely tracking agency participation and outcomes, given the scale and influence associated with the account. More details are expected to emerge in the coming weeks as the process formally takes shape.