The agency will be handling the entire digital marketing strategy, social media presence, media buying and production.
Cricketers got total of 74 brands whereas non-cricket athletes got 82 brand endorsements.
Previously the account was with Madison Media.
With Memon's appointment Lokmat aims to bring its readers high quality sports reportage.
The mandate, encompasseing the franchise's Nick, Sonic, Nick Junior and Nick HD+ channels, has been won after a multi-agency pitch.
While MediaCom India will continue operating as an independent brand, the agency will have the access to GroupM's global infrastructure.
The agency will handle media responsibilities for Merck's Consumer Healthcare brands including Neurobion, Bion3, Nasivin, Seven Seas, DoloNeurobion and Femibion, across markets.
The account will be handled by MEC's Mumbai branch.