Dixcy Scott awards media duties to MEC

The incumbent on the account is Madison.

MEC India, a GroupM company, has won the media mandate for the innerwear brand, Dixcy Scott. The mandate includes the brands Dixcy and Dixcy Scott.

The incumbent on the account is Madison. MEC was awarded the account after a closely contested multi-agency pitch. The agency's Bengaluru office will handle the account.

In an official communiqué, Raghul Sikka, director, Dixcy, shares that the brand has aggressive plans for the coming year. "We wanted a like-minded partner on board. It was a tough fight between equally competent agencies. We believe, we have found that partner in MEC," he says.

Bollywood actor Salman Khan currently endorses the brand. The brand was in the news for its Facebook campaign in 2010; BYT Social worked on the communication at the time. More recently, the marketing campaign, The Ultimate Winner featuring Khan was launched early last year. Apart from this, the company launched a campaign for its thermal wear products, last winter.

Ganesh Sharma, who heads the advertising and promotion at Dixcy Scott, explains that being a low involvement category, the media product needs "depth" coupled with an "innovative approach" to reach its target audience.

Market sources peg the size of the business at Rs 50 crore and claim the marketing campaign will break by the end of April. Television will continue to be at the core of the media mix for the brand.

Among MEC's recent account wins are Britannia, the jewellery brand Bluestone.com and Radical Rice (digital duties).