'Fully elastic' Dixcy scripts Salman face-off with kilted Scots, makes its point

Watch the ad film conceptualised by Ogilvy here

Sep 27, 2016 05:38:00 AM | Video | Campaign India Team

Dixcy Textiles has rolled out a film featuring brand ambassador Salman Khan. The film has been conceptualised by Ogilvy & Mather.
It opens with a group of Scottish men wearing kilts and playing bagpipes. Khan's companion tells him that he's heard Scottish men don't wear anything under their kilts. Setting the tone for the film, Khan asks whether he's only heard of it, or seen it too. The man clarifies that he's only heard about it. It's time to investigate, decides Khan. He ties his lungi and pulls out an instrument for himself. What follows is a bagpipe face-off between the Khan and the Scots. They keep playing the same Western tune, while Khan keeps changing his Indian ones. The film ends with the Scots losing the battle exhausted. While doing so, they lose their underwear too. Khan's companion gets his answer, while the ambassador mouths the message: 'Fully elastic, fully fantastic'. 
Premji Sikka, founder, 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."
Raghul Sikka, director, Dixcy Scott, added, "The campaign is now consumer-focused whereas earlier campaigns were trade-led. The campaign reinforces the thought that is borne out from customer feedback based on market surveys about high durability elastic of Dixcy Scott underwear and also the vests."
Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, said, "This campaign marks the return of a lethal combination - Dixcy Scott and 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."
Kunal Jeswani, CEO, Ogilvy India, added, "So much advertising today hesitates to deliver a great functional benefit. And the ones that try to do it end up being so boring that consumers show zero interest. This one gets it right. The pitch is perfect for the Dixcy Scott brand and its consumers."
According to a note from the agency, this campaign is the 'biggest yet' to go live for Dixcy Scott.
Vanita Keswani, CEO, Madison Media Sigma, added, "To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide. We have taken a focused media approach concentrating on some markets, which should substantially increase salience of brand in important markets."
Client: Dixcy Textiles
Product: Hosiery
Creative agency: Ogilvy Advertising 
Creative: Piyush Pandey, Anurag Agnihotri,Nasrullah Husami,Shahrukh Irani
Account Management: Ajay Menon, Dushyant Kumar, Rahul Khandelwal
Planning:  Arjun Vedanayagam, Ameya Prabhu
Director (film): Prasoon Pandey
Production house : Corcoise Films