Ogilvy India releases ‘now fully elastic, fully fantastic’ campaign for Dixcy Scott

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Dixcy Scott.jpgDixcy 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 Advertising India 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.

Dixcy Scott 2.jpgPremji Sikka, the founder of Dixcy Scott 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.”

Raghul Sikka, Director, Dixcy Scott added, “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.”

Salman Bagpiper Image Final.jpgPiyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia commented, “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 is captured in a simple and fun line – ‘Fully Elastic, Fully Fantastic’. We look forward to a long partnership with Dixcy Scott.”

Kunal Jeswani, CEO – Ogilvy India added, “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 its 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.

Sam Balsara, Chairman Madison World whose agency Madison Media Sigma in Mumbai has the media mandate said, “We are delighted to have Dixcy Scott once again as our client. I am sure we will do full justice to the brand”.

Vanita Keswani, CEO Madison Media Sigma added, “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.”

Credits –

Director: Prasoon Pandey

Production house: Corcoise Films

Creatives: Piyush Pandey, Anurag Agnihotri,Nasrullah Husami,Shahrukh Irani

Account Management: Ajay Menon, Dushyant Kumar, Rahul Khandelwal

Planning: Arjun Vedanayagam, Ameya Prabhu