Dixcy Scott introduces the body language translator in humorous films from TBWA\India
Dixcy Scott paves a new space for itself in the men’s innerwear segment with the launch of its new campaign titled ‘Body Language Jo Chha Jaye’. Created by TBWA\India, the campaign aims at showcasing superior product performance and the launch of diverse range of innerwear for men. The launch stems from a deeper understanding of the consumer through a continuous process of listening to them, understanding their expectations from the category, being aware of the changing market trends and consistently evolving and adapting our product portfolio. The campaign addresses the new standards of male grooming with focus on self-improvement.
The campaign captures conscious and unconscious interpretation of body language through relevant life moments. The communication is a seamless amalgamation of intuitive-connect and emotional appeal by bringing moments of anticipation and vulnerability in a light, humorous tone. This is a shift away from hyper-masculine category codes that the innerwear industry thrives on. The 3 TVCs portray young men in their moment of truth being called out on their posture and body language by the sudden intervention of a Body Language Translator. This moment inspires these individuals with confidence, witnesses a change in their body language, and they are now ready to push boundaries. This is facilitated through 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 conceptualisation of the campaign and how it is tailored to appeal to Indian sensibilities, Parixit Bhattacharya, Managing Partner, Creative – TBWA\India, said: “The modern man knows manhood is not a destination, it is a journey in self-improvement and acceptance. Dixcy Scott’s new positioning and irreverent work there of speaks to this desire. By birthing the Body Language Translator, the brand pulls away from all known tropes of male underwear advertising and shows what Disruption in a category truly means. Here’s to the transitional man being comfortable in his own skin.”
TBWA\India, CEO, Govind Pandey, said: “With this new communication, our intent is to make the brand stand out from the sea of sameness in the category communication. We have avoided hyperbole and aligned with the new real and relatable view of body language as self-expression. Dixcy Scott has revamped its product technology and the new Innerwear takes care of all possible deterrents to comfort and helps you carry yourself confidently.”
Shekhar Tewari, Chief Category and Operations Officer of Modenik Lifestyle, said: “With the launch of the 3-part TVC, we have attempted to bring forth a fresh first-of-its-kind narrative in the innerwear endorsement segment. Drawing inspiration from consumer-insights and best-in-class integration of design and technology, the TVCs reiterate the brand’s principle of staying true to the consumer. We aimed at showcasing our varied product range, the interwoven benefits of comfortable innerwear on a person’s confidence levels and body language, and our transformed approach in brand positioning. While we are consistently working towards understanding and catering to our ever-evolving consumer needs, we are maintaining a seamless balance and precedence of both functional and emotional pay-offs.” 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 brand Enamor.
1 Comment
This is great.
Funny way to sell underwear. Well done TBWA