Modenik Lifestyle’s Dixcy Scott aims to engage Gen Z with new inner wear campaign

Modenik Lifestyle’s inner wear brand Dixcy Scott has partnered with creative agency Tbwa India and cricket players Yashasvi Jaiswal and Mohammed Siraj to launch a new campaign to connect with Gen Z men by promoting self confidence.

Dixcy Scott’s new campaign film aims to show that real self confidence is reflected in body language and that its comfort driven inner wear will give wearers this confidence, the brand announced in a press release on May 23. Cricketers Yashasvi Jaiswal and Mohammed Siraj are shown in a variety of challenging situations designed to highlight their innate confidence.
 
“The Body Ki Bhasha campaign celebrates the confidence that comes from being true to yourself, which is reflected in your body language,” said Modenik Lifestyle’s CEO Shekhar Tewari in a press release. “Yashasvi Jaiswal and Mohammed Siraj are perfect ambassadors for this campaign. Coming from humble beginnings, they have broken through societal constraints with their talent and confidence in their abilities. This campaign highlights that societal norms are deemed irrelevant when you believe in yourself. Comfortable inner wear contributes immensely to this self-belief, influencing how men perceive themselves and are perceived by others by how they carry themselves. Dixcy Scott inner wear plays a vital role in providing the comfort and support that boosts this confidence. This campaign showcases how comfortable inner wear enhances body language which enables you to seize the moment and stand out.”
 
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, according to Tbwa India’s CEO Govind Pandey. Inspired by real-life scenarios, the brand chose young cricket players to connect with Gen Z, to which self expression is also a high priority.
 
“Having grown up in a modest town, adapting to traditional expectations hasn’t always been easy for me,” said Yashasvi Jaiswal. “Yet, my confidence in my capabilities has been my driving force. Embracing my unique identity, I resonated deeply with Dixcy Scott’s Body Ki Bhasha campaign and eagerly joined the initiative.”