MUMBAI: Dixcy Scott, which offers men’s innerwear, makes its debut at MahaKumbh 2025. In collaboration with Platinum Outdoor, the brand has launched a campaign to enhance the experience for millions of pilgrims at this event.
The MahaKumbh the company explains is more than just a religious gathering; it is a cultural phenomenon attracting millions of pilgrims from around the world. Understanding the significance of this event, Dixcy Scott in collaboration with Platinum Outdoor has implemented a multifaceted campaign designed to support the devotees while authentically promoting the brand in a culturally sensitive manner.
Key initiatives:
1. Banded accommodation for Pilgrims:
While the government has arranged accommodations for the pilgrims, Dixcy Scott has capitalized on this initiative by branding the spaces, enhancing visibility and offering a seamless connection with the devotees in a culturally sensitive manner.
2. Electric Buses and Public E Rickshaw
Government arranged electric buses featured branding by Dixcy Scott, boosting brand visibility in moving media. Additionally, public electric autos were also branded to enhance brand presence on the go.
3. Safety through branded life jackets:
Dixcy Scott has distributed life jackets to pilgrims participating in sacred river rituals, ensuring their safety while looking to reinforce the brand’s commitment to the well-being of the devotees.
4. Interactive Stalls Featuring Thermal and Casual Wear:
Dixcy Scott’s interactive stalls showcase thermal and casual wear tailored for the chilly winter climate, offering practical solutions to festivalgoers.
5. Hoardings Across Prayagraj:
Strategically placed hoardings throughout high-traffic areas looked to amplify the brand’s presence, resonating with both local and visiting audiences.
Platinum Outdoor executed this purpose-driven campaign at MahaKumbh 2025, playing a pivotal role in bringing these initiatives to life. Their efforts included branded accommodations, branded eco-friendly Buses and Public Electric autos, the distribution of life jackets, interactive stalls and strategically placed hoardings, ensuring impactful visibility for Dixcy Scott.
“Our collaboration with Dixcy Scott at MahaKumbh is a landmark moment in outdoor advertising. By merging tradition with modernity, we’ve created a campaign that captures attention and resonates deeply with millions of people.” said Dipankar Sanyal, CEO, Platinum Outdoor.
Aadit Pattnaik, Lead – Category and Brand Marketing, Modenik Lifestyle Pvt Ltd (Dixcy Scott), commented, “We are honored to be a part of Maha Kumbh 2025. This campaign embodies our vision to create meaningful connections through culturally relevant initiatives. By blending advertising with genuine care for the devotees, we aim to leave a lasting impact.”
