Dixcy Textiles appoints Carat

The size of the account is estimated to be around Rs 25 crore, and will be handled by Carat's Bangalore office. MEC Chennai was the incumbent

BestMediaInfo Bureau | Delhi | March 24, 2015

Carat has won the media mandate of Dixcy Textiles, which owns the national hosiery brand Dixcy Scott. Carat won the account in a multi-agency pitch and will handle it from its Bangalore office. MEC Chennai was the incumbent on the account, the size of which is estimated to be around Rs 25 crore.

The Dixcy Scott brand encompasses 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 of 'The ultimate winner', the aim is to use Khan's image to showcase life's winning moments, dovetailed seamlessly through Dixcy's 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

Joydeep Raha, Sr. VP, Carat – South, commented, “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 solutions and we look forward to partnering with Dixcy to take it new heights in future.”

Kartik Iyer

Kartik Iyer, MD of 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 honoured to have been chosen by Dixcy and look forward to a long relationship with them in the years to come.”

Carat, the world's largest independent media communications specialist, is part of the global operating unit, the Dentsu Aegis Network. Carat witnessed an extremely successful year in 2014 which helped it to be ranked as the No. 1 media agency in India in the New Business League published by R3.

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