Carat wins media duties of Dixcy Textiles

MEC Chennai was the incumbent agency on the account.

Carat has won the media mandate for Dixcy Textiles, producers of the national brand Dixcy Scott, following a multi-agency pitch. MEC Chennai was the incumbent agency on the account. The size of the account is estimated to be around Rs. 25 crores. The account will be handled from the agency's Bengaluru office.

Dixcy Scott is a national brand catering to a wide range of product categories, including the inner wear, lounge wear and thermal wear segments. It has roped in Bollywood actor Salman Khan as the brand ambassador. With a brand proposition 'the ultimate winner', the brand intends to utilise Khan's image to showcase life's winning moments. The campaign is slated to break nationally on television in April, this year.

Speaking on the appointment of Carat as the media AoR, Rahul Sikka, director Dixcy Scott, says, "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."

Says Joydeep Raha, senior VP, Carat - South, "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 to new heights in the future."

Kartik Iyer, MD of Carat, adds, "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 is a part of the global operating unit - The Dentsu Aegis Network, which also includes Vizeum - media agency, Posterscope - the global OOH sector leader, Brandscope, Hyperspace (Retail), psLive (activation), PSI (airports), Isobar - the global communications agency with digital at its heart and iProspect Communicate 2 - the leading agency in search and performance marketing. The network also encapsulates Dentsu and Dentsu Media, along with the local brands Webchutney, Taproot India and Milestone Brandcom.