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Creative Brand Strategy

How Indian innerwear brand Dixcy is rewriting the tale of what lies underneath


By Amit Bapna, Editor-at-large

April 10, 2022 | 5 min read

The Drum finds out how the Indian men’s innerwear brand Dixcy plans to rewrite the code for a busy but undifferentiated category

Dixcy's new playbook for Indian men's inner wear

Dixcy's new inner wear playbook for Indian men

In a sea of celebrities, deployed to endorse men’s innerwear, Indian brand Dixcy has opted for a different route to tell its story to new consumers. The strategy is a mix of showcasing the varied product range, the benefits of comfortable innerwear on a person’s confidence levels and body language, and the brand’s transformed approach to brand positioning. That is according to Shekhar Tewari, chief category and operations officer of Modenik Lifestyle, the parent company of Dixcy brand.

This creative route came from the intent of pulling away from the ‘sisterhood of brands’ in the category, says Parixit Bhattacharya, managing partner, creative at TBWA\India. “Most brands in the category have little differentiation and no connection with the audience they serve and are easily replaceable,” he adds.

What the new age innerwear consumer wants

Even though the consumer demands for innerwear have evolved, the category has not necessarily kept pace with the changing needs.

Research has pointed out that evolving Indian male consumer is seeking to express themselves based on the new definitions of masculinity and the choice of inner wear is becoming an important statement of their identity.

Recognizing the desire of the young Indian man to be his best self and seize all the opportunities, Dixcy Scott decided to go for a narrative that created cultural glue with the audience backed by its contemporary and modern identity, says TBWA India’s Bhattacharya.

The evolving brand story

The last advertising campaign featured Bollywood star Salman Khan endorsing the brand highlighting the fit and quality of Dixcy Scott garments to get the brand the desired mass connect.

However, points out Bhattacharya, “the new brand positioning is a shift away from the hyper-masculine category codes that the innerwear industry thrives on.” The campaign is designed to connote a feeling of confidence that a man would experience by selecting Dixcy Scott innerwear, which reflects in his positive body language, he adds.

The brand plans to keep evolving its product portfolio based on a deeper understanding of the consumer through a continuous process of listening to the consumer, understanding their expectations from the category, and being aware of the changing market trends.

Rewriting the codes of underwear advertising

The campaign, with a marked shift away from hyper-masculine category codes that the innerwear industry thrives on, comprises three films that capture the conscious and unconscious interpretation of body language through relevant life moments.

The three 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, who essentially plays the role of the brand endorser, says Bhattacharya.

Film 1: Father-in-law

Dixcy Scott - Body Language Jo Chha Jaaye (Father-In-Law) from TBWA\ INDIA on Vimeo.

Film 2: Boss

Dixcy Scott - Body Language Jo Chha Jaaye (Coach) from TBWA\ INDIA on Vimeo.

Film 3: Coach

Dixcy Scott - Body Language Jo Chha Jaaye (Coach) from TBWA\ INDIA on Vimeo.

Deploying the body language translator

Bhattacharya, elaborating on the genesis of the creative thought behind the body language translator, says, “it came from the observation that even before we speak our body language is saying many things, and we thought it would be cool to have an expert translate this language for those who are unknowingly committing body language blunders.”

The body language translator was thus given a character that could increase its meme quotient, he adds.

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