Salman Khan asks, ‘Kya aapki underwear mein Spandex Hai?’ in Dixcy Scott’s latest campaign

The brief to Ogilvy was to highlight the product offering of Spandex elastic in Dixcy Scott underwears

e4m by exchange4media Staff
Updated: Sep 30, 2017 7:59 AM

If the tagline ‘Kya aapke toothpaste mein namak hai?’ rings any bells, it’s for a good reason. The tagline worked with the masses generating brand recall. On similar lines, Dixcy Scott has launched its latest ad with the tagline, ‘Kya aapki underwear mein Spandex Hai?’

Spandex, a superior elastic fibre that guarantees higher durability and comfort, is the newest USP for Dixcy Scott’s popular underwear range. The brand has roped in actor Salman Khan for the same.

The actor dons the character of a savvy salesman, ready to take on any challenge. As an enormous Sumo wrestler walks into his store looking to buy underwear, he doesn’t think twice before coming up with a solution. He pulls out a pair of Dixcy Scott briefs and showcases its incredible flexibility due to Spandex elastic.

From a creative point of view, the ad ropes in the giant Sumo wrestler to showcase the superior stretch of Spandex. ‘If a pair of underwear is flexible enough to accommodate a Sumo, it will surely fit me’ is the takeaway the ad aims to imprint on the consumer’s psyche. Premji Sikka, Chairman of Dixcy Scott, says, “Our objective was to highlight our products with Spandex elastic, which makes our product more durable and long-lasting.”

“Our consumers trust Dixcy Scott products for the quality and value they offer, and this campaign helps us peg our consumer’s trust and association a notch higher. The brief to Ogilvy was to highlight our superior product offering of Spandex elastic in the underwear, which delivers better elasticity, fit and comfort to the user of the product,” says Raghul Sikka, Director of Dixcy Scott.

Piyush Pandey, Executive Chairman and National Creative Director, Ogilvy India, adds, “Instead of just doing a product window, we wanted to integrate the story of the product into the story of the ad. We took the Sumo route to demonstrate the product truth of better elasticity and fit, and it’s a very interesting demonstration. Dixcy Scott has a lot of faith in us and we look forward to a long partnership with the brand.”

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