Dixcy Scott releases new campaign with Salman Khan

Dixcy Textiles, one of the youngest and fastest growing brands in the innerwear category has rolled out its new advertising campaign. With the biggest entertainer in Bollywood endorsing its brand, the TVC features Salman Khan. The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy for Dixcy Scott, a largely popular men’s innerwear brand. 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.

“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 managedto include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range” says Premji Sikka, the founder of Dixcy Scott.

Raghul Sikka, Director, Dixcy Scott adds: 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.

Piyush Pandey, Chairman, Ogilvy adds, "This campaign marks the return of a lethal combination - Dixcy Scott & 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 of is captured in a simple, fun line - 'Fully Elastic, Fully Fantastic’. We look forward to a long partnership with Dixcy Scott”.

According to Kunal Jeswani, the CEO of Ogilvy India, "So much advertising today hesitates to deliver a great functional benefit. And the ones that try to do it end up being so boring that consumers show zero interest. This one gets it right. The pitch is perfect for the Dixcy Scott brand and it's consumers.

While being one of the youngest, big players in the category, Dixy Scott  faces stiff competition from older established players. The “Fully elastic, fully fantastic” campaign is the biggest campaign to go live for Dixcy Scott.

Says 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”. Says Vanita Keswani, CEO Madison Media Sigma, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide. We have taken a focussed media approach concentrating in some markets, which should substantially increase salience of brand in important markets”.

Dixcy Textiles Pvt Ltd.,  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 the drive to create innovative products that are economically priced, Dixcy Scott has evolved from being an innerwear brand to a lifestyle brand over the last 32 years.

The latest technology and production units have given both quality and quantity a boost, with over 6,25,000 pieces being produced a day which are then distributed across 1,20,000 stores. This along with soaring popularity of the Brand  through celebrity endorsement with the style icon Salman Khan has made Dixcy one of the most successful Innerwear brands in India.

The film can be viewed here: https://www.youtube.com/watch?v=7cMFTq9RHKU