Tag: Raghul Sikka

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
MEC India bags Dixcy Scott’s media biz

MUMBAI: MEC India has been awarded the media duties for the innerwear brand Dixcy Scott, following a multi-agency pitch.

The agency‘s Bangalore office will handle the account.

Dixcy director Raghul Sikka said, “We have very aggressive plans for the coming year and we wanted a like-minded partner on board. It was a tough fight between equally competent agencies. We believe we have found that partner in MEC. We look forward to working with MEC”.

Dixcy Scott heads – advertising and promotion Ganesh Sharma added, “Being a low involvement category, our media product needs depth coupled with an innovative approach to reach our target audience, which will eventually deliver the desired results for us”.

MEC India MD T Gangadhar said, “Dixcy is a key player in the Indian innerwear market and we are delighted to have them on board. We look forward to a mutually rewarding association”.

For the record, MEC, a GroupM agency, has a repertoire of clients that include Colgate Palmolive, Britannia, Reliance Industries, LG, Honda, FlipKart, Citibank, Nivea, Zee Network, CavinKare, DHL, Jaypee Group and Accenture.

March 26, 2013