Dixcy Scott has rolled out a campaign titled 'body language jo chha jaye' (body language that wins) which consists of three films.
The campaign has been conceptualised by TBWA\ India. Each of the three films show different situations where a man is troubled by his innerwear. That's when the body language translator comes in and introduces the protagonist to Dixcy Scott, which keeps the user’s body engaged, present and aware of its own movement and dynamism.
Shekhar Tewari, chief category and operations officer, Modenik Lifestyle said, “With the launch of the three-part TVC, we have attempted to bring forth a fresh first-of-its-kind narrative in the innerwear endorsement segment. Drawing inspiration from consumer-insights and best-in-class integration of design and technology, the TVCs reiterate the brand’s principle of staying true to the consumer. We aimed at showcasing our varied product range, the interwoven benefits of comfortable innerwear on a person’s confidence levels and body language, and our transformed approach in brand positioning. While we are consistently working towards understanding and catering to our ever-evolving consumer needs, we are maintaining a seamless balance and precedence of both functional and emotional pay-offs.”
Parixit Bhattacharya, managing partner, creative - TBWA\India, said, “The modern man knows manhood is not a destination, it is a journey in self-improvement and acceptance. Dixcy Scott’s new positioning and irreverent work speaks to this desire. By birthing the body language translator, the brand pulls away from all known tropes of male underwear advertising and shows what disruption in a category truly means. Here’s to the transitional man being comfortable in his own skin.”
Govind Pandey, CEO, TBWA\ India, said, “With this new communication, our intent is to make the brand stand out from the sea of sameness in the category communication. We have avoided hyperbole and aligned with the new real and relatable view of body language as self-expression. Dixcy Scott has revamped its product technology and the new Innerwear takes care of all possible deterrents to comfort and helps you carry yourself confidently.”