Red Bull India puts Rs 80–90 crore integrated media mandate up for pitch

Red Bull India has invited pitches for its integrated media mandate, multiple sources aware of the development have told exchange4media.

The account is estimated to be worth Rs 80–90 crore and spans end-to-end media planning and buying across digital and traditional platforms. The incumbent agency on the business is Wavemaker, part of WPP.

Sources said several top-tier media agencies are participating in the pitch, highlighting the strategic importance of the Red Bull business in India’s competitive beverage and youth marketing landscape.

According to industry executives, the scope of work covers full-funnel media responsibilities, including strategy, planning and buying across digital video, social, television, OTT and emerging platforms. While Red Bull has historically been digital-first in its media approach, traditional channels continue to play a role around large-scale events and brand moments.

Globally, Red Bull is known for blurring the lines between brand, content and media, with heavy investments in sports, music, gaming and creator-led ecosystems. In India, the brand has steadily expanded its footprint across extreme sports, motorsports, college festivals and youth-focused cultural platforms, making media integration critical to its marketing strategy.

Industry observers say the pitch reflects a broader trend among global brands in India to re-evaluate agency partnerships, sharpen ROI frameworks and align media more closely with content and experiential investments.

Neither Red Bull India nor Wavemaker responded to queries from exchange4media at the time of filing this report.