Dixcy Scott gets Salman in new light with Ogilvy & Madison as agency partners

27 Sep,2016

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


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