Body Language Translator
Can we change the hyper masculine category codes of inner wear segment to show that comfortable innerwear can also help you grow from the inside?
CLIENT
Dixcy Scott
COMPANY
TBWA\India
ROLE
Concept, Creative, Brief
Challenge:
Rebrand Dixcy Scott to uplift it from a sea of sameness to make the brand classy and culturally relevant.
Insight:
Your body language starts speaking about you even before you say anything. In a country that’s obsessed with success and doesn’t want to leave a stone unturned, this thought hits all the right beats.
Idea:
Body Language Translator.
We target situations where we usually exhibit poor body language without us realizing it’s consequences. Also Rahul Bose walks in the frame, half naked, in full confidence and decodes the horrendous body language that we put for public display in every day life. He not just decodes it, but roasts it in ways that made the Broadcasting department think twice before allowing it to air.
This campaign broke the established category codes of double entandre filled macho manning, mind numbing underwear advertising filled with poorly written jingles and poorly fitted underwears.
Recognition
The campaign got organically shared by bollywood celebs.
Special Feature of Branding In Asia, Campaign Brief Asia and The Drum.
Gets constantly featured as an example for shifting category codes.
Fun Fact
This was supposed to be digital film leg but the CMO of Dixcy Scott was overly impressed by the films and decided to make them the front and center of the campaign around which the brand would be built.
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This is the most fun I’ve had being stripped to almost nothing, and not just on a film set.
(Jokingly)
Rahul Dev
Actor, star.