MEC India has been awarded the media duties for Dixcy Scott, post a multi-agency pitch. The agency’s Bangalore office will handle the account.
The brand markets premium innerwear under the brand names Dixcy and Dixcy Scott. Bollywood A-lister Salman Khan endorses Dixcy Scott.
Speaking on the development, Raghul Sikka, Director of Dixcy 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.”
Ganesh Sharma, who heads the advertising and promotion at Dixcy Scott 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.”
Commenting on the win, T Gangadhar, Managing Director, MEC India 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.”
MEC is a global network and a founding partner of GroupM. It operates in 84 countries. In India, MEC handles blue-chip clients such as Colgate Palmolive, Britannia, Reliance Industries, LG, Honda, FlipKart, Citibank, Nivea, Zee Network, CavinKare, DHL, Jaypee Group and Accenture.