Dixcy Scott thermal wear targets youth, says ‘one is enough’

With stated focus on younger, fashion-conscious audiences, and rooted in the insight that people wear multiple layers of clothes during winters, comes the new ad film for Dixcy Scott thermal wear.

The commercial created by Leo Burnett breaks 6 November. It shows a young man and woman who have just met at a park. They share the same tattoos, which they show each other. Just as the boy struggles to take his many layers of clothing off to show the last of the matching tattoos, in comes the Dixcy Scott thermal wear-clad hero, showing off the same tattoo and getting the message across: Sirf ek hi kaafi hai.

Ashwiny Iyer Tiwari, executive creative director, Leo Burnett, said, “The whole thought of ‘just one thermal is enough’ to get attention from the opposite sex was an interesting context and we decided to take the humor path along with a sound track that would give it a fresh feel making it cool and hummable.”

On the communication objectives and the campaign, Raghul Sikka, director, Dixcy Scott, explained, “We wanted targeted communication that would appeal to our younger brigade emphasizing what the product stands for i.e., functionality wrapped in fashion. The agency straddled the two boats and tied the communication with humour and simplicity without losing the strategic brand focus.”

“Dixcy Scott thermal wear is a much recognized brand in the winter wear category. Since it has a short window for advertising when it came to us we were very clear that we needed to shift the communication from functional to fashionable, quirky and top of mind interaction, and hopefully we succeeded in doing just that” added Anupriya Shetty, brand partner, Leo Burnett.

Credits:

Chief creative officer: Nitesh Tiwari
Executive creative director: Ashwiny Iyer Tiwari
Senior writer: Neeraj Singh
Art director: Tarun Kumar
Executive vice president: Anup Vishwanathan
Brand partner: Anupriya Shetty
Brand associate: Rashmi Gupte
Agency film producer: Kevin Affonso, Manoj Pillai
Production house: Purple Vishnu
Director: Sainath Chowdhary