MUMBAI: MEC India has been awarded the media duties for the innerwear brand Dixcy Scott, following a multi-agency pitch.

The agency‘s Bangalore office will handle the account.

Dixcy director Raghul Sikka said, "We have very aggressive plans for the coming year and we wanted a like-minded partner on board. It was a tough fight between equally competent agencies. We believe we have found that partner in MEC. We look forward to working with MEC".

Dixcy Scott heads - advertising and promotion Ganesh Sharma added, "Being a low involvement category, our media product needs depth coupled with an innovative approach to reach our target audience, which will eventually deliver the desired results for us".

MEC India MD T Gangadhar said, "Dixcy is a key player in the Indian innerwear market and we are delighted to have them on board. We look forward to a mutually rewarding association".

For the record, MEC, a GroupM agency, has a repertoire of clients that include Colgate Palmolive, Britannia, Reliance Industries, LG, Honda, FlipKart, Citibank, Nivea, Zee Network, CavinKare, DHL, Jaypee Group and Accenture.