Madison's Platinum Media bags Dixcy Textiles' media mandate

Earlier, the media duties for this account were handled by MPG.

Platinum Media, a unit of the Madison Media Group, has been awarded the media planning and buying mandate for Dixcy Textiles, a Tirupur-based hosiery manufacturer that markets its products under the brand names Dixcy and Dixcy Scott. The company produces inner wear, thermal wear and casual wear.

The size of the account is estimated at Rs 25 crore. Earlier, the media duties for this account were handled by MPG.

Basabdutta Chowdhury, chief executive officer, Platinum Media says in an official communiqué, "We are delighted that Dixcy has appointed us as its media AOR (agency of record) and I am confident that we will be able to add a lot of value to its business. We look forward to a long and mutually beneficial partnership."

Rahul Sikka, director, Dixcy Textiles informs that talks regarding this move were on for almost two years. "New product launches and the expertise of the agency to handle the same has made us take this decision," he shares.

It is learnt that aggressive growth plans are on the cards for the brand.

Platinum Media is a part of the Madison Media Group, which currently handles the media planning and buying mandate for several blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald's, TVS, Britannia, Procter & Gamble, Asian Paints, Tata Tea, Shriram Transport Finance, Levis, SpiceJet, Axis Bank, Domino's, Bharti Axa, Max New York Life Insurance, Tata Salt, Acer, Dish TV, Imagine TV, Times Television Network and Indian Oil.

The gross billing of Madison Media is Rs 3,000 crore.