Madison Media Sigma wins back Dixcy's media duties

The account will be handled by the agency's Mumbai office.

Madison Media Sigma, a part of the Madison Media Group, has won back the media mandate of Dixcy, an innerwear brand. The agency's Mumbai office will work on the account and the estimated size of the account is pegged at Rs 50 crore.

Commenting on the win, Raghul Sikka, director, Dixcy, says, "We wanted a holistic approach towards our media planning and implementation. The skill and experience Madison's team has in this field is quite exceptional. It has built many brands and we look forward to being one of them."

Vanita Keswani, chief executive officer, (CEO), Madison Media Sigma, adds, "I am delighted to have Dixcy back as a Madison client and we look forward to partner it."

Madison Media Group, a media agency that is part of Madison World, handles media planning and buying for clients such as Godrej, ITC, Marico, Snapdeal, McDonald's, TVS, Raymond, Piramal Healthcare, Pidilite, Tata Salt, Levi's, SpiceJet, Domino's, Max Life Insurance, Asian Paints, Acer, Crompton Greaves, Indian Oil, Blue Star, and Gowardhan Dairy.

Dixcy was founded in 1984 by Prem Prakash Sikka as a brand catering to all segments in the hosiery market. Being economically priced, Dixcy has evolved from being an innerwear brand to a lifestyle brand over the last 32 years.