MxMIndia

Tag: Modenik Lifestyle

  • 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.