Dixcy Scott launches new campaign to promote self-confidence in Gen Z men

Modenik Lifestyle's innerwear brand, Dixcy Scott, has launched a new campaign to connect with Gen Z men by promoting self-confidence. Developed in collaboration with creative agency TBWA India, the campaign features cricket players Yashasvi Jaiswal and Mohammed Siraj.
Launched on May 23, the campaign film emphasises, real self-confidence is reflected in body language, and Dixcy Scott's comfort-driven innerwear is designed to enhance this confidence. The film showcases Jaiswal and Siraj in various challenging situations, highlighting their innate confidence.
Modenik Lifestyle's CEO, Shekhar Tewari, explains, the 'Body Ki Bhasha' campaign celebrates the confidence that comes from being true to yourself, which is reflected in your body language. It deems societal norms as irrelevant when you believe in yourself. Comfortable innerwear contributes immensely to this self-belief, influencing how men perceive themselves and are perceived by others by how they carry themselves. Dixcy Scott innerwear plays a vital role in providing the comfort and support that boosts this confidence. This campaign showcases how comfortable innerwear enhances body language, enabling you to seize the moment and stand out.
Govind Pandey, CEO, TBWA India, adds, the campaign posits that being good at what you do and having confidence is more important than conforming to societal norms such as speaking certain languages. Inspired by real-life scenarios, the brand chose young cricket players to connect with Gen Z, for whom self-expression is a high priority.