MEC India bags Dixcy Scott innerwear's media duties

MEC India has been awarded the media duties for Dixcy Scott, which markets innerwear brands Dixcy and Dixcy Scott.

The agency bagged the account after a multi-agency pitch. MEC’s Bengaluru office will handle the account. The account was earlier handled by Madison.

On the development, Raghul Sikka, director, Dixcy Scott, said, “We have very aggressive plans for the coming year and we wanted a like-minded partner on board. It was a tough fight between equally competent agencies. We believe we have found that partner in MEC. We look forward to working with MEC”.

Ganesh Sharma, head, advertising and promotion, Dixcy Scott, added, “Being a low involvement category, our media product needs depth coupled with an innovative approach to reach our target audience, which will eventually deliver the desired results for us”.

On the win, T Gangadhar, managing director, MEC India, said, “Dixcy is a key player in the Indian innerwear market and we are delighted to have them on board. We look forward to a mutually rewarding association”.

Dixcy Scott is endorsed by Bollywood actor Salman Khan.