MUMBAI: Madison Media Group’s Platinum Media has won the media planning and buying account of Dixcy Textiles.

The account is estimated to be around Rs 250 million, the company said.

The incumbent agency on the account is MPG.

Platinum Media CEO Basabdutta Chowdhury said, “We are delighted that Dixcy has appointed us as their Media AOR and am confident that we will be able to add a lot of value to their business and look forward to a long and mutually beneficial partnership.”

Dixcy Textiles director Rahul Sikka added, “Talks were on for almost two years about this shift and also new product launches and the expertise of the agency to handle the same has made us take this decision.”

Tirupur-based Dixcy Textiles is a hosiery company. It markets its products under the brand names of Dixcy and Dixcy Scott. The company is into inner wear, thermal wear and casual wear.