MUMBAI: Dr Reddy‘s has awarded media duties of its OTC (over the counter) business to IPG‘s recently launched agency Brand Programming Network (BPN).

The account was won on the back of multi-agency pitch in which Starcom MediaVest Group had also participated.

The incumbent agency on the account was Prachar.

The account size of the business is estimated to be around Rs 200 million.

BPN India CEO Suresh Balakrishna said, "We are really excited to have won this account. It is a great start for BPN. In countries like the US, 30 per cent of advertising is on medical products.Pharmaceutical in India is going to grow in next few years."

The creative agency on the account is Mudra Health.

BPN was launched last month in India and operates under the Lintas Media Group (LMG) umbrella. It focuses on promoting brand health and success in this social and consumer driven media landscape.

The agency also handles Henkel in Mumbai, Yepme.com in Delhi, OCL in Kolkata, and Jayalakshmi Silks accounts in Cochin.