Abhijit Avasthi to launch Sideways

Former national creative director at Ogilvy & Mather 

Abhijit Avasthi arguably one of the best known creative advertising talents in the Country has launched Sideways in partnership with Sonali Sehgal. He has been the creative mind behind some of the most remembered ads like 5Star's forgetful brothers, Asian Paints' Wah! Sunil babu and recently, the Google reunion ad.

Besides advertising talent, Sideways Consulting will also have a core team of designers, engineers, technology, design-researchers technology and mobile telephony experts making it one of its kind creative solutions consultancy.

Avasthi is inspired by international US innovative, product designed consultancy Ideo and believes that what it has done in the US market Sideways will have that connection in India. In a media statement Abhijit Avasthi adds about Sideways “It is the first of its kind in India. We will apply right-brain thinking in every aspect, not just marketing. Solution-seekers, from the marketer to the government official, all have notions about who will solve their problems. We will be putting people of different skill-sets together to change those presumptions, who love to collaborate and solve problems of any kind."

Avasthi believes that creativity till date has been restricted to branding, advertising and marketing and since it has not been systematically explored hence it has not been able to make the necessary in routes in the Indian Market. So keeping that thought in mind Sideways will explore that opportunity of integrating all the facets.

The agency has already got a mandate from actor Aamir Khan who along with the Government of Maharashtra is running a project in the villages of the state. The work for the agency will start only in July once Avasthi is back from judging at the Cannes Lions advertising festival.

Speculation are also rife that Piyush Pandey, chairman at O&M may also join the new venture and become part of Abhijit Avasthi’s Sideways.

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