Amazon Music Appoints Lodestar UM As Integrated Media Agency

Lodestar UM, part of Omnicom Media India, has won the integrated media mandate for Amazon Music after a competitive multi-agency review, the company announced Tuesday. The mandate positions Lodestar UM to lead full-funnel media activation for one of the world’s fastest-growing music streaming platforms in India.

Under the new partnership, Lodestar UM , leveraging its proprietary Full Color Media (FCM) framework ,will develop and execute integrated, insight-driven media solutions tailored to how consumers discover and engage with Amazon Music. The agency aims to blend data, technology and creativity to craft strategies that resonate with diverse audiences across digital, social and traditional media landscapes.

Aditi Mishra, CEO of Lodestar UM, said the win underscores the deep cultural role that music plays in people’s lives. “Music is deeply embedded in the way people move through the world, and Amazon Music has become a consistent presence across moments of discovery, routine and connection,” Mishra said. She added that the company’s FCM framework will prioritise integration, cultural relevance and consistency in supporting the streaming service’s brand and audience engagement goals.

The mandate encompasses full-funnel media activation, meaning Lodestar UM will be responsible for planning and executing integrated campaigns across media channels to enhance Amazon Music’s visibility, relevance and user engagement in the highly competitive Indian streaming market.

Industry analysts view this win as a strategic milestone for both Lodestar UM and Amazon Music. For Lodestar, it builds on its growing reputation as a key media partner for global brands operating in India. For Amazon Music, the partnership strengthens its push to deepen local relevance in a market where music streaming continues to see rapid growth.

The win in India also expands Omnicom Media’s broader partnership with Amazon, which already includes collaboration on Amazon Web Services (AWS) media work across the APAC and Japan regions, signalling a deepening of ties between the media network and the tech giant.

Lodestar UM’s Full Color Media approach, which blends data and creative insight to foster brand distinctiveness and engagement, is expected to play a central role in how Amazon Music’s future campaigns are developed and delivered to Indian audiences.

The mandate win reflects the evolving dynamics of media strategy in the music streaming space, where integrated, audience-centric campaigns are increasingly seen as critical to capturing consumer attention in a fragmented digital ecosystem.