MxMIndia

Tag: Dixcy Textiles

  • 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.”

     

  • To manage communication strategy for Dixcy Textiles and Gokaldas Intimatewear

    80 dB Communications wins PR mandate for innerwear brands

    By Our Staff

    80 dB Communications has been awarded the PR mandate for Dixcy Textiles and Gokaldas Intimatewear.  80 dB will manage the overall communications strategy with the aim to raise the corporate profile and awareness about its portfolio of products.

    Said Sunil Sethi, Executive Chairman, Dixcy Textiles and Gokaldas Intimatewear: “We are delighted to bring on board 80 dB to help drive our communications strategy and make our brands more engaging and relevant to all our stakeholders.  80dB Communications presented a PR strategy that showed depth of strategic thought and creativity that was in sync with our goals. We are sure that this partnership will help in meeting our ambitious targets. We welcome 80 dB onboard and look forward to working with them.”

    Added Kiran Ray Chaudhury, Co-Founder and Joint Managing Director, 80 dB Communications: “We are honoured and delighted that Dixcy Textiles and Gokaldas Intimatewear have chosen us to partner them in managing the strategic communications of their corporate brand as well as their strong portfolio of brands in the country. We look forward to designing and driving memorable, relevant, clear and consistent communications to help meet the brand objectives. With our committed team and domain knowledge and experience, we are confident that we will drive the desired impact and outcome for Dixcy and Gokaldas Intimatewear.”

  • 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

     

  • The account was previously handled by MPG and is estimated to be at Rs25 crores

    Madison World’s Platinum Media wins Dixcy media AOR

    By A Correspondent

     

    Platinum Media, a unit of Madison Media Group has just announced that it has won the media planning and buying account of Dixcy Textiles. The account was previously handled by MPG and is estimated to be at Rs25 crores.

     

    Tirupur-based hosiery giant, Dixcy Textiles markets its products under the names Dixcy and Dixcy Scott. Within a short span, the company has been able to garner a healthy market share because of high customer satisfaction of all products offered by the company. The company is into inner wear, thermal wear and casual wear and has aggressive growth plans.

     

    “We are delighted that Dixcy has appointed us as their Media AOR and are confident that we will be able to add a lot of value to their business and look forward to a long and mutually beneficial partnership,” said Basabdutta Chowdhury, CEO, Platinum Media.

     

    “Talks were on for almost two years about this shift and also new product launches and the expertise of the agency to handle the same has made us take this decision,” said Rahul Sikka, Director, Dixcy Textiles.

     

    Madison Media Group comprising Madison Media and Platinum Media is a part of Madison World, which also has specialist units in Advertising, Business Analytics, Out-of-Home, PR,Mobile, Rural, Retail, Sports and Entertainment employing over 1,000 communication professionals acrossIndia,Sri LankaandThailand. It is India’s foremost media agency group handling media planning and buying for blue-chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald’s TVS, Britannia, Procter & Gamble, Asian Paints, Tata Tea, Levis, SpiceJet, Axis Bank, Domino’s, Bharti Axa, MaxNewYork Life Insurance, Tata Salt, Acer, Dish TV, Imagine TV, Indian Oil and many others. The gross billing of Madison Media is Rs3,000 crores.