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Dixcy Scott thermals make a fashion statement

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 ‘cool and happening’. 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 ‘Sirf ek hi kaafi hai’ 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 ‘just met at the park’ 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 ‘heart’ tattoo!  In steps the modern day ‘charismatic hero’ for Dixcy Scott thermal wear and with just one stroke (pun intended) charms the lady forever.

 “The whole thought of ‘just one thermal is enough’ 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,” said Ashwiny Iyer Tiwari, Executive Creative Director, Leo Burnett.

Talking about the communication package designed by the agency, Raghul Sikka, Director, Dixcy Scott, said, “We wanted targeted communication that would appeal to our younger audience emphasising what the product stands for – functionality wrapped in fashion. The agency straddled the two boats and tied the communication with humour and simplicity without losing the strategic brand focus.”

“Dixcy 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,” commented Anupriya Shetty, Brand Partner, Leo Burnett.

The ad is being released across television networks from today, November 6, 2012.

The TVC:



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

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