Dixcy returns to Madison Media Sigma

Madison Media Sigma, a part of Madison Media Group, has just announced the win of inner wear brand Dixcy. The account will be handled out of the agency’s Mumbai office. The estimated size of the account is Rs 50 crore.

Dixcy was founded in 1984 by Prem Prakash Sikka, with a vision to create a strong brand that caters to all the segments in the hosiery market. With the drive to create innovative products that are economically priced, Dixcy has evolved from being an innerwear brand to a lifestyle brand over the last 32 years.The latest technology and production units have given the quality and quantity a boost, with over 500,000 pieces being produced a day which are then distributed across 120,000 stores. Salman Khan has been endorsing Dixcy since the last six years.

On selecting Madison Media, Raghul Sikka, Director, Dixcy, said, “We wanted a holistic approach towards our media planning & implementation. The skill and experience Madison’s team has in this field is quite exceptional. They have built so many brands and we look forward to being one of them.”

Commenting on the win, Vanita Keswani, CEO, Madison Media Sigma, said, “I am delighted to have Dixcy back as a Madison client and we are looking forward to partnering them in their journey.”

Madison Media Group’s client roster includes Godrej, ITC, Marico, Snapdeal, McDonald’s, TVS, Raymond, Piramal Healthcare, Pidilite, Tata Salt, Levis, SpiceJet, Domino’s, Max Life Insurance, Asian Paints, Acer, Crompton Greaves, Indian Oil, BlueStar, Gowardhan Dairy and many others. The gross billing of Madison Media Group is about Rs 3,750 crore.