Mumbai: Dixcy Scott has launched a new summer campaign that reimagines the meaning of “AI” in a bid to spotlight product functionality over celebrity-driven storytelling. Conceptualised by independent creative agency StevePriya, the campaign leverages the buzz around artificial intelligence to promote the brand’s Air Max Fabric technology through the idea of “Air Inside”.
The campaign seeks to break away from conventional men’s innerwear advertising, a category often dominated by celebrity endorsements, stylised masculinity and image-led narratives. Instead, Dixcy Scott has placed the product benefit at the centre of the communication, using a culturally relevant hook to drive recall and differentiation.
Built around the brand’s breathable Air Max Fabric proposition, the campaign introduces the phrase “Underwear Mein AI”, initially creating intrigue before revealing that AI stands for “Air Inside”. The concept is designed to reinforce the product’s comfort and breathability credentials while creating a distinctive memory code linked directly to the brand.
The new commercial deliberately shifts focus away from celebrity personas and glamour, opting instead for a product-first narrative that highlights functionality and everyday relevance.
Commenting on the campaign, 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.”
Sharing the creative thought behind the campaign, 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.”
According to the brand, the campaign is designed to demonstrate how a strong product proposition can drive engagement without relying on category conventions. By placing comfort and breathability at the forefront, Dixcy Scott aims to create stronger associations between the brand and its functional benefits.
The campaign will run across multiple platforms during the summer season, reinforcing Dixcy Scott’s positioning around comfort-led innovation and everyday wearability.
