Ad Campaigns
Salman endorses ‘fully fantastic’ Dixcy
MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.
The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.
Dixcy Scott founder Premji Sikka said, “The brief to the agency was to highlight the fit and quality of the product. While the brand would love to talk about entire range of innerwear, talking about underwear when a celebrity is involved would be a challenge. So, in the ad while Salman is wearing a vest, the agency has managed to include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range.”
Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led.”
Ogilvy South Asia executive chairman and creative chairman Piyush Pandey said, “This campaign marks the return of a lethal combination — Dixcy Scott and Salman Khan. In this campaign, we decided to leverage Salman for his great ability to pull off humour in way that connects with the masses.”
Ogilvy India CEO Kunal Jeswani inserted, “So much advertising today hesitates to deliver a great functional benefit. And the ones that try to do it end up being so boring that consumers show zero interest. This one gets it right.”
Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.
Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
