Dixcy Scott launches its latest ad. with Salman Khan

That’ll be the question on everyone’s lips, as Dixcy Scott launches its latest ad. Spandex, a superior elastic fibre that guarantees higher durability and comfort, is the newest USP for Dixcy Scott’s popular underwear range. Who better to introduce this than Dixcy Scott’s brand ambassador and style icon to millions, Salman Khan.

Salman Khan dons the character of a savvy salesman, ready to take on any challenge. As an enormous sumo walks into his store looking for underwear, he doesn’t think twice before coming up with a solution. He pulls out a pair of Dixcy Scott briefs and showcases its impossible flexibility due to Spandex elastic.

From a creative point of view, the ad ropes in a very interesting protagonist in the form of a giant sumo wrestler to showcase the superior stretch of Spandex. ‘If a pair of underwear is flexible enough to accommodate a sumo, it will surely fit me’, that’s the takeaway the ad aims to imprint on the consumer’s psyche.

PremjiSikka, Chairman of Dixcy Scott: "Our objective was to highlight our products with Spandex elastic, which makes our product more durable and long-lasting."

"Our consumers trust Dixcy Scott products for the quality and value it offers, and this campaign helps us peg our consumer’s trust and association a notch higher. The brief to Ogilvy was to highlight our superior product offering of Spandex elastic in the underwear, which delivers better elasticity, fit, and comfort to the user of the product” says RaghulSikka, Director of Dixcy Scott.

Piyush Pandey, Executive Chairman and National Creative Director, Ogilvy India, adds, 

"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 it’s a very interesting demonstration. Dixcy Scott has a lot of faith in us and we look forward to a long partnership with the brand”.


The latest Dixcy Scott underwear with Spandex elastic would be available at 1, 20,000 retail stores across India.

Dixcy Scott was founded in 1982 by Shri Prem Prakash Sikka with a vision to create a strong brand that caters to all the segments in the hosiery market. With a drive to create innovative products that are reasonably priced, Dixcy Scott has evolved from being an innerwear brand to a lifestyle brand over the last 33 years.


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