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Tag: Dixcy Scott

  • Developed by TBWA/India

    Dixcy Scott launches new campaign

    Dixcy Scott, the men’s innerwear and clothing brand, has launched a new campaign ‘Body Ki Bhasha’, developed by TBWA\India.

    Said Shekhar Tewari, Chief Executive Officer of Modenik Lifestyle: “The Body Ki Bhasha campaign celebrates the confidence that comes from being true to yourself, which is reflected in your body language. Yashasvi Jaiswal and Mohammed Siraj are perfect ambassadors for this campaign. Coming from humble beginnings, they have broken through societal constraints with their talent and confidence in their abilities. This campaign highlights that societal norms are deemed irrelevant when you believe in yourself. Comfortable innerwear contributes immensely to this self-belief, influencing how men perceive themselves and are perceived by others by how they carry themselves. Dixcy Scott innerwear plays a vital role in providing the comfort and support that boosts this confidence. This campaign showcases how comfortable innerwear enhances body language which enables you to seize the moment and stand out.”

    Added Govind Pandey, CEO at TBWA\India: “Dixcy Scott is a disruptor brand that is challenging the dominant conversation in the inner wear category. Instead of conventional toxic masculinity narrative, the brand has adopted an empowering role in defining your body language. We are taking on the role English language has traditionally played as the essential skill for upgradation to the next socioeconomic class.  Society is now challenging that. As long as you are good at what you do and have the right body language, you are ready for anything.  Dixcy Scott gives you the Body language Jo Chha jay.”

  • Highlights life changing impact of great body language

    TBWA\India launches new campaign for Dixcy Scott

    By Our Staff

     

    Dixcy Scott Innerwear for Men has launched new campaign ‘Body Language Jo Chha Jaye’. The campaign aims at showcasing superior product performance and the launch of diverse range of innerwear for men.

     

    Said Parixit Bhattacharya, Managing Partner, Creative – TBWA\India: “The modern man knows manhood is not a destination, it is a journey in self-improvement and acceptance. Dixcy Scott’s new positioning and irreverent work there of speaks to this desire. By birthing the Body Language Translator, the brand pulls away from all known tropes of male underwear advertising and shows what Disruption in a category truly means. Here’s to the transitional man being comfortable in his own skin.”

     

    Speaking about the new brand positioning and the concept of the campaign, Shekhar Tewari, Chief Category and Operations Officer of Modenik Lifestyle added, “With the launch of the three-part TVC, we have attempted to bring forth a fresh first-of-its-kind narrative in the innerwear endorsement segment. Drawing inspiration from consumer-insights and best-in-class integration of design and technology, the TVCs reiterate the brand’s principle of staying true to the consumer. We aimed at showcasing our varied product range, the interwoven benefits of comfortable innerwear on a person’s confidence levels and body language, and our transformed approach in brand positioning. While we are consistently working towards understanding and catering to our ever-evolving consumer needs, we are maintaining a seamless balance and precedence of both functional and emotional pay-offs.” Modenik Lifestyle Pvt. Ltd. is the post-merger entity of Advent International’s portfolio companies Dixcy Textiles Pvt. Ltd and Gokaldas Intimatewear Pvt. Ltd; the parent company of brand Enamor.

     

  • To manage the creative portfolio for its leading brand, Dixcy Scott

    Dixcy Textiles onboards TBWA as agency partner

    By Our Staff

     

    TBWA\India has partnered with Dixcy Textiles, to establish a distinctive brand voice and manage the creative portfolio for its leading brand, Dixcy Scott.

     

    Said Govind Pandey, Chief Executive Officer, TBWA\India: “With the revamped product line, Dixcy was looking for an agency partner to align the brand positioning of Dixcy Scott with their new vision and direction. The Indian innerwear category is highly competitive yet similar in messaging. We are thrilled Dixcy has entrusted TBWA\India to partner with them on this journey and create a bold and distinct new space for brand. We both see this as a fantastic opportunity to do some lovely breakthrough work for the brand.”

     

    Added Zoher Kapuswala, Head – Marketing, Dixcy Textiles: “We are happy to partner with TBWA\India on our journey to meet our vision for the Dixcy Scott brand. We see significant opportunities for growth, and we are confident that TBWA will help us create a compelling identity and voice for the brand that resonates with our customers. We welcome TBWA\India onboard and look forward to working with them.”

     

  • Brand ambassador Salman Khan dons the character of a savvy salesman

    Dixcy Scott promotes advantages of Spandex in latest film

    By A Correspondent

     

    Dixcy Scott has launched its latest film that promotes elastic fibre Spandex. Brand ambassador Salman Khan dons the character of a salesman, ready to take on any challenge.

     

    Said Premji Sikka, Chairman of Dixcy Scott: “Our objective was to highlight our products with Spandex elastic, which makes our product more durable and long-lasting.”

     

    Said Piyush Pandey, Executive Chairman and National Creative Director, Ogilvy India: ”Instead of just doing a product window, we wanted to integrate the story of the product into the story of the ad. We took the Sumo route to demonstrate the product truth of better elasticity and fit, and its a very interesting demonstration. Dixcy Scott has a lot of faith in us and we look forward to a long partnership with the brand.

     

     

  • Salman Khan is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns of the past

    Dixcy Scott gets Salman in new light with Ogilvy & Madison as agency partners

    By A Correspondent

     

    Innerwear manufacturer Dixcy Textiles has rolled out its new advertising campaign starring megastar Salman Khan. The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising for innerwear brand Dixcy Scott. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman Khan is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns of the past.

     

    Said Premji Sikka, the founder of Dixcy Scott: “The brief to the agency was to highlight the fit and quality of the product. While the brand would love to talk about entire range of innerwear, talking about underwear when a celebrity is involved would be a challenge. So in the ad while Salman is wearing a vest, the agency has managed to include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range.” Added Raghul Sikka, Director, Dixcy Scott: “The campaign is now consumer – focused whereas earlier campaigns were trade-led. The campaign reinforces the thought that is borne out from customer feedback based on market surveys about high durability elastic of Dixcy Scott underwear and also the vests.”

     

    Said Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia: “This campaign marks the return of a lethal combination – Dixcy Scott and Salman Khan. In this campaign, we decided to leverage Salman for his great ability to pull off humour in way that connects with the masses. The brand promise is captured in a simple and fun line – ‘Fully Elastic, Fully Fantastic’. We look forward to a long partnership with Dixcy Scott.

     

    Sam Balsara, Chairman Madison World whose agency Madison Media Sigma in Mumbai has the media mandate: “We are delighted to have Dixcy Scott once again as our client. I am sure we will do full justice to the brand.”

     

    Brand : Dixcy Scott

    Product Group : Hosiery

    Name of Agency : Ogilvy Advertising

    City of Agency : Mumbai

    Client : Dixcy Textiles

    Work type : Client work

    Date of publication / release : Sep 20, 2016

    Additional credits : Director: Prasoon Pandey
    Production house : Corcoise Films
    Creative: Piyush Pandey, Anurag Agnihotri,Nasrullah Husami,Shahrukh Irani
    Account Management: Ajay Menon, Dushyant Kumar, Rahul Khandelwal
    Planning:  Arjun Vedanayagam, Ameya Prabhu

     

  • MEC India has been awarded the media duties for innerwear brand Dixcy Scott. after a multi-agency pitch

    MEC India wins Dixcy Scott media duties

    By A Correspondent

     

    MEC India has been awarded the media duties for innerwear brand Dixcy Scott. The company markets premium innerwear under the brand names Dixcy and Dixcy Scott. Bollywood A-lister Salman Khan endorses Dixcy Scott.

     

    MEC won the account after a closely contested multi-agency pitch. The agency’s Bengaluru office will handle the account.

     

    Speaking on the development, Raghul Sikka, Director of Dixcy said, “We have very aggressive plans for the coming year and we wanted a like-minded partner on board. It was a tough fight between equally competent agencies. We believe we have found that partner in MEC. We look forward to working with MEC.”

     

    Commenting on the win, T Gangadhar, Managing Director, MEC India said, “Dixcy is a key player in the Indian innerwear market and we are delighted to have them on board. We look forward to a mutually rewarding association.”

     

    MEC (www.mecglobal.com) is a leading global network and a founding partner of Group M, and operates in 84 countries.