Rives Carlberg will be taking to the fields with its win of Mahindra tractors’ $1-2 million advertising account.

The Houston agency won a three-way review over local shops BRSG and Fellers. The agency selection is the first for Mahindra USA of Tomball, Texas, whose Indian parent company is the third-largest seller of tractors in the world.

“We did a ton of research in the tractor category,” said agency president and chief executive officer Chuck Carlberg. “Our research showed it was all about the land. You have to have the land before you get the tractor.”

Carlberg said that insight drove the creative concepts that ultimately won the business.

In May, Rives Carlberg will begin national consumer and business-to-business marketing and public relations efforts. The campaign will include print, outdoor, collateral and interactive elements.

Pictured here are Mahindra senior marketing manager Jim Startz (l.) and Carlberg.