The Leo Burnett TVC helps target the young audience this winter for the brand through some humour
BestMediaInfo Bureau | Delhi | November 6, 2012
Leo Burnett has produced new communication for Dixcy Scott thermal wear. The idea was to focus on younger, more fashionable audiences who want to always look âcool and happeningâ. The insight comes from the fact that that people normally wear multiple layers of clothing during winters to protect themselves from the harsh weather. This is the genesis of the âSirf ek hi kaafi haiâ idea on which Dixcy Scott thermal wear has been positioned, enabling it to take the fashion platform.
The ad created by Leo Burnett has been produced by Purple Vishnu. The film captures a âjust met at the parkâ love story between two youngsters. The ad begins with the girl starting to like the boy for his matching tattoos but he embarrasses her as he starts removing layers of winter clothing just to show off his last matching âheartâ tattoo!Â In steps the modern day âcharismatic heroâ for Dixcy Scott thermal wear and with just one stroke (pun intended) charms the lady forever.
Â âThe whole thought of âjust one thermal is enoughâ to get attention from the opposite sex was an interesting context and we decided to take the humour path along with a sound track that would give it a fresh feel making it cool and hummable,â said Ashwiny Iyer Tiwari, Executive Creative Director, Leo Burnett.
Talking about the communication package designed by the agency, Raghul Sikka, Director, Dixcy Scott, said, âWe wanted targeted communication that would appeal to our younger audience emphasising what the product stands for â functionality wrapped in fashion. The agency straddled the two boats and tied the communication with humour and simplicity without losing the strategic brand focus.â
âDixcy Scott thermal wear is a much recognised brand in the winter wear category. Since it has a short window for advertising, when it came to us we were very clear that we needed to shift the communication from functional to fashionable, quirky and top of mind interaction, and hopefully we succeeded in doing just that,â commented Anupriya Shetty, Brand Partner, Leo Burnett.
The ad is being released across television networks from today, November 6, 2012.
Chief Creative Officer: Nitesh Tiwari
Executive Creative Director: Ashwiny Iyer Tiwari
Senior Writer: Neeraj Singh
Art Director: Tarun Kumar
Executive VP: Anup Vishwanathan
Brand Partner: Anupriya Shetty
Brand Associate: Rashmi Gupte
Agency Film Producer: Kevin Affonso, Manoj Pillai
Prouduction House: Purple Vishnu
Director: Sainath Chowdhary