Men’s innerwear advertising has long followed an unvarying formula – a celebrity, a white vest, a dose of machismo. The celebrity becomes the campaign, the attitude becomes the message, and the product benefit gets lost entirely. Consumers remember the famous face. Rarely the brand. Almost never what makes the underwear different.
Dixcy Scott’s new summer campaign, created by independent creative agency StevePriya, breaks from that convention deliberately. Built around the brand’s Air Max Fabric – a breathable fabric proposition designed for summer comfort – the campaign introduces a cultural hook that is impossible to ignore: “Underwear Mein AI.”
The line earns its disruption through its reveal. In Dixcy Scott’s world, AI does not stand for Artificial Intelligence. It stands for Air Inside. The reframe is simple, sharp, and ownable – turning the most overused term of the moment into an exclusive memory code tied directly to a product feature.
Shekhar Tewari, CEO & Executive Director, Modenik Lifestyle, said: “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 best brand communication is always rooted in product truth.”
Priya Pardiwalla, Chief Creative Officer, StevePriya, added: “In men’s innerwear, every brand sells attitude more than advantage. With ‘Underwear Mein AI’ we borrowed the most overused word today, then flipped it into a real, relevant product benefit – allowing Dixcy Scott to stand apart in a category where most brands are still trying to out-celebrity each other.”
