Mumbai, 25th February 2025: Dixcy Scott, a trusted leader in men’s innerwear, makes its remarkable debut at MahaKumbh 2025. In collaboration with Platinum Outdoor, the brand has launched a one-of-a-kind campaign, enhancing the experience for millions of pilgrims at this iconic event.
The MahaKumbh is more than just a religious gathering; it is a cultural phenomenon attracting millions of pilgrims from around the world. Understanding the immense significance of this event, Dixcy Scott in collaboration with Platinum Outdoor has implemented a multifaceted campaign designed to support the devotees while authentically promoting the brand in a culturally sensitive manner.
1. Branded accommodation for Pilgrims:
While the government has arranged accommodations for the pilgrims, Dixcy Scott has capitalized on this initiative by branding the spaces, enhancing visibility and offering a seamless connection with the devotees in a culturally sensitive manner.
Government arranged electric buses featured branding by Dixcy Scott, boosting brand visibility in moving media. Additionally, public electric autos were also branded to enhance brand presence on the go.
Safety through branded life jackets:
In a unique gesture of care, Dixcy Scott has distributed life jackets to pilgrims participating in sacred river rituals, ensuring their safety while reinforcing the brand’s
commitment to the well-being of the devotees.
3. Interactive Stalls Featuring Thermal and Casual Wear:
Dixcy Scott’s interactive stalls showcase a range of thermal and casual wear tailored for the chilly winter climate, offering practical and stylish solutions to festivalgoers.
Strategically placed hoardings throughout high-traffic areas amplify the brand’s presence, resonating with both local and visiting audiences.
Platinum Outdoor successfully executed this purpose-driven campaign at MahaKumbh 2025, playing a pivotal role in bringing these initiatives to life. Their efforts included branded accommodations, branded eco-friendly Buses and Public Electric autos, the distribution of life jackets, interactive stalls and strategically placed hoardings, ensuring impactful visibility for Dixcy Scott.
“Our collaboration with Dixcy Scott at MahaKumbh is a landmark moment in outdoor advertising. By merging tradition with modernity, we’ve created a campaign that captures attention and resonates deeply with millions of people.” said Dipankar Sanyal, CEO, Platinum Outdoor.
Aadit Pattnaik, Lead – Category and Brand Marketing, Modenik Lifestyle Pvt Ltd (Dixcy Scott), commented,
“We are honored to be a part of Maha Kumbh 2025. This campaign embodies our vision to create meaningful connections through culturally relevant initiatives. By blending advertising with genuine care for the devotees, we aim to leave a lasting impact.”
Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency, founded in 1988. The agency operates several OOH brands, including Madison TURNT, Anugrah Madison, and MRP, and serves clients like Parle Agro, Samsung, Aditya Birla Capital, Tata Motors, Oberoi Realty, CEAT and more.
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