Agricultural tractor company John Deere has awarded its media planning and buying mandate to IPG Mediabrands' BPN (Brand Programming Network). The agency will handle the company's entire product portfolio.
The ad spends are pegged at Rs 15 crore.
The creative mandate for the brand is already being handled by Lowe Lintas; the agency was brought on board in January.
Some marketing communication efforts have already begun in some parts of the country and the full-fledged advertising campaign for the brand will break within the next two months. The media mix will be a 360 degree effort including TV.
No formal pitch was held before the account moved to BPN.
John Deere India is a subsidiary of Deere & Company, USA. The company has a factory located near Pune that manufactures 5000 Series agricultural tractors.
Founded in 1837, the parent company provides advanced products and services in the areas of agriculture, forestry, construction, lawn and turf care, landscaping and irrigation.
BPN is the third agency of IPG Mediabrands, the media holding company of IPG (Interpublic Group).