#e4mExclusive:  Modenik puts Rs 50-crore media mandate in play; TV + digital pitch underway

Modenik Lifestyle Pvt. Ltd. has kicked off a media pitch for its consolidated TV and digital mandate, with industry estimates pegging annual billings at ₹50 crore, as per sources. The Bengaluru-headquartered innerwear company, created in 2021 via the merger of Dixcy Textiles and Gokaldas Intimatewear (owner of Enamor) is seeking a partner to sharpen full-funnel performance and national brand salience across screens, people familiar with the process said. 

Modenik houses a multi-brand play led by Dixcy Scott and Enamor, with sub-brands Dixcy Scott Originals, Dixcy Scott Maximus, Josh and Slimz; it also holds the licence for Levi’s Innerwear in India (and MENA distribution). 

On the agency roster, Enamor appointed Tilt Brand Solutions as Brand & Communications AOR in March 2025 after a multi-agency contest, an assignment covering strategy and creative, not media buying. WPP is the incumbent agency. 

Dixcy Scott’s recent creative has been led by TBWA\India, while Platinum Outdoor executed a large-format Mahakumbh 2025 OOH activation for the men’s innerwear brand. These relationships indicate a split-mandate structure across creative and on-ground, with media planning and buying now being consolidated through the current pitch. 

The shift toward a heavier digital mix has been visible for over a year. 

“A lot of our budgets have moved to digital. For Enamor, it’s primarily digital with some television and out-of-home advertising. For Dixcy, television remains important due to its wide distribution, but digital is growing,” Shekhar Tewari, CEO, Modenik Lifestyle, told exchange4media in June 2024. 

The pitch brief, according to executives tracking the process, reflects that strategic split, brand building on TV for mass-reach men’s innerwear and precision audience work on digital for Enamor’s premium women’s portfolio.

e4m reached out to the company but no comments were received till the time of publishing.