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Monsanto India scouts for new creative partner

28-September-2010
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Monsanto India scouts for new creative partner

Monsanto India Ltd (MIL), the Indian subsidiary of US-based multinational agricultural biotechnology corporation Monsanto Company, is in talks with creative agencies to handle its advertising duties in India. It is understood that JWT India and Lowe Lintas are the current agencies handling the creative business.

It is understood that MIL has invited a few agencies to make their presentations. However, the names of the agencies in fray were not known neither could the ad spend on the business be ascertained. Though official confirmation was available, industry sources have confirmed the pitch call.

According to an industry source, the reason cited for calling the pitch was to get a new perspective and fresh thinking in creativity.

MIL is the only publicly listed Monsanto company outside the US. The company focuses on maize seeds through Dekalb, a hybrid maize seed brand, and agricultural productivity through Roundup, the glyphosate herbicide brand.

MIL collaborates with thousands of channel partners to ensure farmers access to its products in thousands of villages across the country. The company also partners with State Governments, state agriculture universities and other leading agricultural institutions on developmental and agronomic testing. Additionally, it works with rural youth in thousands of villages to ensure that the right expertise and knowledge reaches farmers through year-round farmer awareness and education programmes.

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