Wrestling it out on OOH

As part of highlighting the brand association with the Maharashtra Kusti League and drumming up publicity for the same, Dixcy Scott has rolled out an OOH campaign, executed by Outsight Xp.

Speaking on the brand association, T. Gokulakrishnan, DGM – Marketing, Dixcy Scott, said, ‘’We as a brand always look at newer and out-of-the-box ideas to move the brand to the next level and this association with the Maharashtra Kusti League is no different. The sponsorship campaign executed by Outsight Xp has been the most traffic stopping campaign possible to communicate this association, perfectly reflective of the essence of the brand and the sport of wrestling.’’

Bhoomi Waghmare, Managing Partner, Outsight Xp, said, ‘’The power of outdoor lies in the endless creative possibilities it offers and we as an agency are drawn to the idea of taking a classic hoarding and turning it into something disruptive. ‘’

Commenting on the approach to the OOH campaign creative, Laxmikant Nikam, Creative Director, 121 Xp, said, ‘’The creative featuring wrestlers on a life-sized wrestling mat helps to bring to the fore the grandeur and nail-biting excitement that the sport of wrestling offers. The aim of the campaign was to create a visual spectacle that was both high decibel and clutter breaking. ‘’
In addition to cutting through the surrounding visual noise, the strategic locations have also helped in giving the brand campaign good visibility.