Madison Media Sigma, a part of Madison Media Group, has announced the win of innerwear, casuals and thermal wear maker Dixcy Textiles.
The account will be handled by the agency’s Mumbai office. The estimated media spend is Rs. 50 crore, according to an agency statement.
It moved its media business to Carat India last year, from MEC. Madison handled the account prior to that.
Raghul Sikka, director, Dixcy, said, “We wanted a holistic approach towards our media planning and implementation. The skill and experience Madison’s team has in this field is quite exceptional. They have built so many brands and we look forward to being one of them.”
Vanita Keswani, CEO, Madison Media Sigma, added, “I am delighted to have Dixcy back as a Madison client and we are looking forward to partnering them in their journey.”
Dixcy, founded 1984, has brands like Dixcy Scott and Uno in its fold, and has engaged brand ambassadors like Bollywood actor Salman Khan, Tamil actor Jiva and Kannada star Puneet Rajumkar.