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Tribal DDB wins Becton, Dickinson and Company's digital business

By Kapil Ohri , afaqs!, New Delhi | In Digital | December 07, 2010
The company manufactures and sells a variety of laboratory equipment, diagnostic products and medical devices such as syringes and disposable scrubs.

afaqs! has learnt from reliable industry sources that digital agency, Tribal DDB has won the digital business of US-based medical technology company, Becton, Dickinson and Company (BD).

Sources further indicate that Tribal DDB has won the business following a multi-agency pitch, which involved about four agencies. However, at the time of filing this report, it could not be ascertained whether Tribal DDB has won only the digital creative business or the digital media duties as well.

Becton, Dickinson and Company (BD.com), which has been in India since 1996, is listed on the New York Stock Exchange. It serves healthcare institutions, life science researchers, clinical laboratories, industry and the general public. The company manufactures and sells a variety of laboratory equipment, diagnostic products and medical devices such as syringes, disposable scrubs, immunodiagnostic test kits and catheters. The company also conducts awareness programmes and on-ground activities for healthy living.

In India, it has a corporate office, three regional sales offices and a manufacturing facility at Bawal (Haryana), which is one of the largest syringe and medical device manufacturing facilities in Asia. BD employs more than 350 people in India.

As per the information available on BD.com, Becton, Dickinson and Company was the first company across the globe to produce a syringe designed for injecting insulin in the human body.

Considering that medical and pharmaceutical firms do not spend any major amount on digital marketing in India, it will be interesting to see how BD utilises digital media in the country.

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