MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.

Dixcy Scott founder Premji Sikka 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.”

Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led."

Ogilvy South Asia executive chairman and creative chairman Piyush Pandey 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."

Ogilvy India CEO Kunal Jeswani inserted, “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."

Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.

Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide."