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Undergarments brand Dixcy moves creative duties to Chennai-based creative shop WOC

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Undergarments brand Dixcy moves creative duties to Chennai-based creative shop WOC

If the ad pie is getting bigger down South, there are more agencies in the fray than ever before to compete for the business. It’s the turn of Dixcy brand of undergarments to shift loyalties from a national agency to a homegrown hot shop.

Dixcy has roped in a new creative agency. The Tirupur-based hosiery manufacturer has appointed Chennai-based creative shop, WOC, to handle its creative duties following a multi-agency pitch, sources said. The incumbent agency was Triton.

Speaking to exchange4media, Amuthan, MD, WOC, said, “The whole thing happened so fast. We made an agency presentation, a brand plan and then we agreed on the terms of association. They called us soon after and told us they wanted us to handle the account. We are not even sure how many agencies were part of the pitch or if there was one, but at this point they need some clutter-breaking work and I think that’s the reason why they chose us.”

The media spend, which is reportedly in the region of Rs 8 crore till now, is expected to be marked up and touch a figure of Rs 10 crore. WOC handles a host of garment clients, including Textile India, Chennai Silks and Hi-Style, and its client base includes Indira Foundations, Prime Roaster, Kitchen World, Aran Cucine, Kumaran Thangamaligai, Dinamalar and Fitness One.

For the agency, the Dixcy win is admittedly a huge step forward, as Amuthan explained, “Their markets are spread out across the country and this will be a challenge for us. It is very exciting and we‘re looking forward to it.”

The agency works out of its offices in Chennai and Coimbatore. The agency has plans of opening an office in Bangalore shortly and is considering other locations across India as well. The agency is also looking for people across servicing and creative functions.


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