Ogilvy Shows that Dixcy Scott is Fully Elastic and Fully Fantastic

Dixcy Textiles, one of the youngest and fastest growing brands in the innerwear category has rolled out its new advertising campaign. With the biggest entertainer in Bollywood endorsing its brand, the TVC features Salman Khan. The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising for Dixcy Scott, a popular men’s innerwear brand. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman Khan is seen in a new light in this campaign, as Dixcy Scott moves away from action oriented campaigns of the past.

Premji Sikka, the 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.

Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia added: This campaign marks the return of a lethal combination - Dixcy Scott & 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.