Tag: Dixcy Textiles

Salman endorses ‘fully fantastic’ Dixcy

MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.

Dixcy Scott founder Premji Sikka said, “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.”

Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led.”

Ogilvy South Asia executive chairman and creative chairman Piyush Pandey said, “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.”

Ogilvy India CEO Kunal Jeswani inserted, “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.”

Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.

Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide.”

September 27, 2016
Salman endorses ‘fully fantastic’ Dixcy

MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.

Dixcy Scott founder Premji Sikka said, “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.”

Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led.”

Ogilvy South Asia executive chairman and creative chairman Piyush Pandey said, “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.”

Ogilvy India CEO Kunal Jeswani inserted, “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.”

Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.

Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide.”

September 27, 2016
Carat bags Dixcy Textiles’ media account

MUMBAI: After witnessing a successful year in 2014, Carat Media, the media communication specialist from the Dentsu Aegis Media stable is in no mood to slow down.

The agency has added Dixcy Textiles, producers of the national brand Dixcy Scott, to its client kitty. MEC Chennai was the incumbent on the account, the size of which is estimated to be around Rs 25 crore. Carat won the account in a multi-agency pitch and will handle it from its Bangalore office.

Dixcy Scott has roped in Bollywood actor Salman Khan as its brand ambassador. With a brand proposition that stands for, “The ultimate winner,” the idea is to use Khan’s image to showcase life’s winning moments, dovetailed seamlessly through Dixcy’s various product range. The campaign is slated to break nationally on television in April this year.

Dixcy Scott director Raghul Sikka said, “We were looking out for a media partner, who could deliver fresh perspectives in terms of planning and execution in reaching out to the target audience. We found that partner in Carat.”

Carat – South senior VP Joydeep Raha added, “We are delighted to have been appointed by Dixcy Textiles. Through our proprietary cutting edge Carat tools we are doing some interesting work that enables us to design consumer centric, integrated and engaging solution and we look forward to partnering with Dixcy to take it new heights in the future.”

Carat MD Kartik Iyer said, “We look forward to working with Dixcy in its growth plans and will bring to bear all of our cutting edge tools and technologies to deliver ‘Digitally Ahead, Integrated’ solutions. We are truly honoured to have been chosen by Dixcy and look forward to a long relationship with them in the years to come.”

March 24, 2015
Madison Media is Radikal Rice’s media AoR

MUMBAI: Madison Media has bagged the media mandate of Radikal Rice following a multi-agency pitch that saw participation of agencies like MEC, Zenith Optimedia and Carat.

The account size is estimated to be around Rs 250 million and will be handled by Platinum Media in Delhi, Madison said.

Madison Media group CEO Gautam Kiyawat said, “We are excited to partner with this new age food Company, and are looking forward to helping them gain their rightful share in India’s growing food
industry.”

Radikal Overseas managing director Siddharth Chaudhary said, “After reviewing several agencies, we found the right partner in Madison Media, given their expertise of the Indian media market and proven track record. I look forward to a long and mutually beneficial partnership”.

Radikal is manufacturer and supplier of premium basmati rice with
nutritive value.

For the record, Madison Media has also won media duties of brands like Dixcy Textiles, Enamor Lingerie, Gowardhan Dairy and Crompton Greaves this year.

December 10, 2012