Dixcy Scott is forging a new space in the men’s loungewear segment with the launch of its new campaign titled “Body Language Jo Chha Jaye”. Created by TBWAIndia, the campaign aims to showcase superior product performance and the launch of a diverse range of men’s loungewear. The launch stems from a deeper understanding of the consumer through an ongoing process of listening, understanding their expectations of the category, becoming aware of changing market trends and evolving and constant adaptation of our product portfolio. The campaign addresses new standards in male grooming with a focus on self-improvement.
The campaign captures the conscious and unconscious interpretation of body language through relevant life moments. Communication is a seamless fusion of intuitive connection and emotional appeal bringing moments of anticipation and vulnerability in a lighthearted, humorous tone. This is a departure from the hyper-masculine category codes that the loungewear industry thrives on. The 3 TVCs depict young men in their moment of truth questioned about their posture and their body language by the sudden intervention of a body language translator. This moment inspires confidence in these people, shows a change in their body language and they are now ready to push the limits. This is facilitated by product features like Flexi-Max, Freshtech and Duratech, which keep the consumer’s body engaged, present and aware of its own movement and dynamism.
Commenting on the conceptualization of the campaign and how it is tailored to appeal to Indian sensibilities, Parixit Bhattacharya, Managing Partner, Creative – TBWAIndia, said, “The modern man knows that manhood is not a destination, it is a journey in itself. improvement and acceptance. The new positioning of Dixcy Scott and its irreverent work testify to this desire. By giving birth to the Body Language Translator, the brand is moving away from all the known tropes of men’s underwear advertising and showing what disruption in a category really means. Here’s to the transitional man being comfortable in his own skin.
TBWAIndia, CEO, Govind Pandey, said, “With this new communication, our intention is to make the brand stand out from the sea of similarity in the communication category. We avoided hyperbole and aligned ourselves with the real and relatable new view of body language as self-expression. Dixcy Scott has revamped the technology of its products and the new Innerwear takes care of every possible obstacle to comfort and helps you wear yourself with confidence.
Shekhar Tewari, Category and Operations Director of Modenik Lifestyle, said, “With the launch of the 3-Part TVC, we have attempted to deliver a new, one-of-a-kind narrative in the loungewear segment. Drawing inspiration from consumer insights and cutting-edge integration of design and technology, TVCs reiterate the brand principle of remaining loyal to the consumer. Our goal was to showcase our diverse product line, the intertwined benefits of comfortable loungewear on a person’s confidence levels and body language, and our transformed approach to brand positioning. As we constantly strive to understand and meet the ever-changing needs of our consumers, we maintain an unwavering balance and priority of functional and emotional benefits. Modenik Lifestyle Pvt. ltd. is the post-merger entity of Advent International’s portfolio companies, Dixcy Textiles Pvt. Ltd and Gokaldas Intimatewear Pvt. Ltd; the parent company of the Enamor brand.
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