Dixcy Scott has launched a new summer campaign conceptualised by independent creative agency StevePriya, introducing the concept of “Underwear Mein AI” to highlight its Air Max Fabric technology.
The campaign takes a different route from conventional men’s innerwear advertising, which has traditionally relied on celebrity-led visuals and exaggerated masculinity. Instead, the new communication focuses directly on the product benefit and positions comfort as the central narrative.
According to the company, the campaign builds around Dixcy Scott’s Air Max Fabric proposition, designed to offer breathability and comfort during summer. The phrase “Underwear Mein AI” plays on the commonly used term AI, but the campaign reveals it as “Air Inside”, linking the messaging directly to the product feature.
Dixcy Scott stated that the campaign has been designed to create a distinctive and memorable product identity in a category often dominated by celebrity-focused advertising.
Shekhar Tewari, Chief Executive Officer and Executive Director, Modenik Lifestyle, said, “Dixcy Scott has always stood for value and relevance for the Indian consumer. With this campaign, we wanted to go beyond the conventional and communicate a genuine product benefit in a way that is fresh, memorable, and culturally in tune. The idea sparks curiosity, earns attention, and ultimately connects consumers to a feature that makes a real difference in their daily lives. We believe the best brand communication is always rooted in the product truth. It is the foundation of everything the brand stands for, built around a consumer need.”
Priya Pardiwalla, Chief Creative Officer, StevePriya, said, “Sometimes, disrupting a category simply means returning to the basics of what makes the product different. In men’s innerwear, every brand has a celebrity in a white vest, selling attitude more than advantage. Consumers remember the swagger, not the brand. With ‘Underwear Mein AI’ we borrowed the most overused word today, then flipped it into a very real and relevant product benefit: Air Inside. A smart shift to an ownable differentiation that allows Dixcy Scott to stand apart in a category where most brands are still trying to out-celebrity each other.”
The company added that the commercial deliberately avoids excessive glamour and focuses on communicating the fabric feature and comfort proposition through a product-first narrative.
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