Modenik Lifestyle launches new brand identity for Dixcy Scott

By

Isabelle Crossley

Published
Mar 17, 2022

Modenik Lifestyle has launched a new brand identity for its men’s innerwear, thermals, and casual wear brand Dixcy Scott which will be launching new products, new packaging, and new marketing materials.

The new brand identity for Dixcy Scott is designed to orientate the brand to reach consumers across the value chain of economy, mainstream and premium segments, Modenik Lifestyle announced on March 17. The new brand identity launch for Dixcy Scott follows on from the recent merger between Dixcy Textiles Private Limited and Gokaldas Intimatewear Private Limited (Enamor’s parent company) to create Modenik Lifestyle Pvt. Limited last year. 
 
“Our new brand identity, product innovations and expansion are well timed to build on the 30+ year legacy of the Dixcy Scott brand,” said Modenik Lifestyle’s executive chairman Sunil Sethi.

“With our well-established distribution strength, we intend to be the preferred choice of essential clothing for the new Indian male across income-classes. Dixcy Scott’s new brand identity will be amplified through a communication campaign aimed at establishing its role as a catalyst in the evolution journey of Indian men by providing comfortable and fashionable essential clothing. The TVCs showcase the product features and superior product performance of the new and diverse range of Dixcy Scott innerwear for men. The tagline- ‘Body Language Jo Chha Jaaye’ connotes a feeling of confidence that a man would experience by selecting Dixcy Scott innerwear, which reflects in his positive body language.”
 
“With the launch of the three-part TVC, we have attempted to bring forth a fresh first-of-its-kind narrative in the inner-wear endorsement segment,” said chief category and operations officer Shekhar Tewari.

“Drawing inspiration from consumer-insights and best-in-class integration of design and technology, the TVCs reiterate the brand’s principle of staying true to the consumer. We aimed at showcasing our varied product range, the interwoven benefits of comfortable inner-wear on a person’s confidence levels and body language, and our transformed approach in brand positioning.”