Dr Reddy’s assigns media mandate to BPN (LMG)
The development comes in the wake of a multiagency pitch. The account size for the pharma major is pegged at Rs 20 crore
The recently launched IPG company, BPN (Brand Programming Network), which operates under the Lintas Media Group family in India, is celebrating its one month anniversary with a new business win.
Following a multiagency pitch process, pharmaceutical company Dr Reddy’s Laboratories has parked its OTC (over the counter) business’ media mandate with BPN.
The incumbent on Dr Reddy’s is Prachar. Mudra Health is the creative agency on the business. The other agency competing for the account was Starcom MediaVest Group.
Confirming the development to exchange4media, Suresh Balakrishna, CEO, BPN India said, “Yes, we have won the media mandate for Dr Reddy's Laboratories’ OTC division. It’s a big win for BPN and gives us foothold in the growing pharmaceutical sector. The OTC business is in a nascent stage in India and many pharmaceutical companies are getting increasingly aggressive in marketing their products.”
It is understood that Dr Reddy’s would be commencing its campaign with two brands -- Velocit and Nise Gel. BPN has set up its Hyderabad operations with this win.
Even though BPN officially commenced operations on June 12, 2012, the agency had begun with a billing of over Rs 1000 crore. Some of the recent wins of the company are YepMe.com and OCL amongst others.
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