Top Story

e4m_logo.png

Home >> Advertising >> Article

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

05-December-2005
Font Size   16
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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients