Dixcy Scott launches 'Fully elastic, Fully fantastic' campaign featuring Salman Khan

This is the first campaign for Dixcy Scott after O&M won the account without a pitch process early this year

e4m by exchange4media Staff
Updated: Sep 28, 2016 8:15 AM
Dixcy Scott launches 'Fully elastic, Fully fantastic' campaign featuring Salman Khan

Dixcy Textiles has unveiled its new advertising campaign. With Salman Khan endorsing the brand, the humorous TVC highlights the fit and quality of Dixcy Scott garments while Khan has a bagpipe playing competition with the Scots. The film has been conceptualised by Ogilvy and Mather. This is the first campaign for Dixcy Scott after O&M won the account without a pitch process early this year. Superstar Khan is seen in a new light in this campaign, as Dixcy Scott moves away from action oriented campaigns of the past.

Premji Sikka, 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, said, “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.”

Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia, 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. 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, said, “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, said, “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.”

Brand: Dixcy Scott

Product Group: Hosiery

Name of Agency: Ogilvy Advertising 

City of Agency: Mumbai

Client: Dixcy Textiles

Director: Prasoon Pandey
Production house: Corcoise Films
Creative: Piyush Pandey, Anurag Agnihotri, Nasrullah Husami, Shahrukh Irani
Account Management: Ajay Menon, Dushyant Kumar, Rahul Khandelwal
Planning:  Arjun Vedanayagam, Ameya Prabhu

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