Brand News

Carat Bags Media Duties Of Dixcy Textiles


Carat, one of the world's largest independent media communications specialist and part of The Dentsu Aegis Network has won the media duties of Dixcy Textiles, the producers of the national brand Dixcy Scott.

Dixcy is the latest to join the agency's client kitty. MEC Chennai was the incumbent on the account, the size of which is estimated to be around Rs 25 crore. Carat won the account in a multi-agency pitch and will handle it from its Bangalore office.

Dixcy Scott is a leading national brand catering to a wide range of product categories including the Innerwear, lounge wear and thermal wear segments. It has roped in Bollywood superstar Salman Khan as its brand ambassador. With a brand proposition that stands for, "The ultimate winner", the idea here is to use Khan's image to showcase life's winning moments, dovetailed seamlessly through Dixcy's various product range. The campaign is slated to break nationally on television in April, this year.

Raghul Sikka, Director, Dixcy Scott, said, "We were looking out for a media partner who could deliver fresh perspectives in terms of planning and execution in reaching out to the target audience. We found that partner in Carat."

Joydeep Raha, Sr. VP, Carat, South, said, "We are delighted to have been appointed by Dixcy Textiles. Through our proprietary cutting edge Carat tools we are doing some interesting work that enables us to design consumer centric, integrated and engaging solution and we look forward to partnering with Dixcy to take it new heights in the future."

Kartik Iyer, MD, Carat, said, "We look forward to working with Dixcy in its growth plans and will bring to bear all of our cutting edge tools and technologies to deliver Digitally Ahead, Integrated solutions. We are truly honored to have been chosen by Dixcy and look forward to a long relationship with them in the years to come."