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Tag: Sideways Consulting

  • Designed by Sideways Consulting and produced by Corcoise Films

    Suhana Masala rolls out new TVC for Gujarat

    By Our Staff

     

    Suhana Masala launches a new TVC to promote and launch its new category of spices range, specially curated for consumers in the Gujarat market.

     

    The brand has roped in Sarita Joshi and Gujarati celebrity Anjali Barot for the multi-media marketing campaign. The campaign is guided by Altivyst Advisors, designed by Sideways Consulting, and produced by Corcoise films.

     

    Commenting on the campaign, Vishal Chordia, Director – Strategy, Marketing and Finance, Pravin Masalewale (Suhana), said: “We debuted in the Gujarat market back in 2009 and are now elated to further expand our product range. The renewed marketing initiative in Gujarat with special product range and a multimedia marketing campaign will reinforce our existing legacy, broaden our customer base, and contribute towards our business expansion plans. We are delighted to have partnered up with Sideways Consulting, Altivyst Advisors, and Corcoise Films to bring this vision to life.”

     

    Speaking on this campaign, Abhijit Avasthi, Founder, Sideways Consulting, added: “We have always done humorous films for Suhana, rooted in real-life insights. So when it came to launching the special Gujarat chilli powder with a distinct aroma, we thought who better to use than someone who can sniff out everything that goes on in a house … the Baa.”

     

  • To build a holistic strategic leadership

    Sideways onboards Aditi Patwardhan as Chief Strategy Officer

    By Our Staff

     

    Sideways Consulting has roped in Aditi Patwardhan as the Head of Strategy.

     

    Patwardhan has 25 years of Marketing and Advertising experience across businesses and agencies like Lowe Lintas, Leo Burnett, Mattel, DCW Home Products, International Bestfoods and Dabur India.

     

    Speaking about the onboarding, Abhijit Avasthi, Founder, of Sideways, said: “Clients come to us for a variety of problem statements besides their advertising needs. Aditi has the experience and the curiosity to be an able partner to our creative, tech and industrial design teams to help them come up with impactful solutions. Her joining us will add more heft to the remarkable Strategy team at Sideways.”

     

    Sonali Sehgal, Co-Founder, Sideways, added, “Aditi brings onboard a holistic strategic leadership having spent time both in Marketing and Advertising. Her drive for problem-solving across customer journeys, doing right by brand and enthusiasm of exploring the new aligned with us philosophically.”

     

  • Announces a new brand campaign, 'Engineered for More'

    Sideways Consulting promotes Ninety One bicycles

    By Our Staff

     

    Ninety One active lifestyle brand has announced the launch of its new campaign ‘Engineered for More’.  Millennial and Gen Z consumers today are adopting cycling as a lifestyle choice and are looking for differentiated and well-engineered products.

     

    Ninety One’s newly launched campaign – ‘Engineered for More’ has been conceptualized in partnership with Sideways Consulting and will be promoted across TV, Digital and OTT mediums.

     

    Talking about the flagship launch of Ninety One, Vishal Chopra, Co-founder and Managing Director said: “Ninety One represents the aspirations, dreams and vision of a modern, young, confident India that is looking to claim its rightful place in the world order. As we look to scale higher peaks, we are excited to bring alive our brand vision through the “Engineered for More” campaign. To new age India, a cycle represents more of an active lifestyle choice than just a means to travel; this helps make life’s small moments worth cherishing.”

     

    Added Abhijit Avasthi from Sideways Consulting: “Cycling is one of those simple pleasures of life that offers so much more than just going from point A to point B. Each ride is never just a ride. Ninety One understands this connection that cycling enthusiasts have with their bikes and through our film we hope to bring alive this emotion in a refreshing manner. And of course, we will continue to build on this in our efforts further.”

     

  • Created by Sideways Consulting

    VistaPrint digital printing unveils new ad

    By Our Staff

     

    VistaPrint digital printing, an online customization company, has launched an ad campaign, ‘Mera Naam, Meri Shaan’ (My Name My Pride) to help strengthen the business-customer relationship.

     

    Said Bharath Sastry, CEO of VistaPrint India: “When a small business is appreciated by its customers, when an owner has created a legacy, when an entrepreneur is just starting up full of hope, when any individual just wants to create and display an identity, there is a sense of pride. We are attempting to celebrate this emotion”

     

    Added Abhijit Avasthi, Founder of Sideways Consulting, who has created the ad.”Besides monetary benefits, for an entrepreneur or an owner an important outcome of running a business is establishing their identity and the respect that comes from doing so. The film we have created aims to capture this feeling that Vistaprint understands very well and provides services that bring it alive.”

     

  • Elevates Sameer Sojwal and ropes in Nilay Moonje to jointly lead the creative team

    Sideways strengthens creative leadership

    By Our Staff

     

    Sideways Consulting has announced strengthening its creative leadership. It has elevated Sameer Sojwal and roped in Nilay Moonje to jointly lead the creative team.

     

    Said Abhijit Avasthi: “The last six years have set the stage for Sideways’ next growth phase. Sameer and Nilay are from that rare breed of creative folks whose work moves the market place and inspires the industry too. They are adept at traditional and new age businesses, and think beyond advertising in areas like product design and tech dev which are important to Sideways. Sameer and Nilay will be ably supported by our other creative group heads such as Misht, Viraj, Ninad, Vaibhav and Namaah.”

     

  • Appoints Mandar Gore as FBT leader

    Tilt beefs up strategy team

    By Our Staff

     

    Brand and communications consultancy Tilt Brand Solutions has appointed Mandar Gore as Senior Director – Strategy. He will report into Paul Dueman, Tilt’s Chief Strategy Officer.

     

    Gore has over 16 years of experience across advertising and brand consulting. In his earlier stints at FCB, Ogilvy and Sideways Consulting, Mandar worked on brands like Bournvita, Kamasutra, Fosters, Amaron, Castrol, Mahindra & Mahindra and Pidilite, amongst others. His work on them has won him Indian as well as international effectiveness laurels at Effies India/APAC and AME.

     

    Said Dueman: “We are really excited to have Mandar lead and drive “Full-Brained Thinking” at Tilt – the philosophy and approach that drives strategic planning at Tilt. The expertise that he brings on board, especially on culture and consumption anthropology, coupled with his rich experience on brand communication strategy and design thinking adds further heft to our strategy team. Strategists at Tilt across Digital, Data, Social, Search, ORM, Brand building and Comms planning will all now be led by Mandar.”

     

    Mandar Gore

    Added Gore: “I am thrilled to be part of, and further contribute to what the strategy team at Tilt is doing. I am a big believer in Tilt’s FBT framework, and what it can unlock for ambitious brands and businesses. This is exactly the kind of strategic rigor that every brand needs, to be able to win in today’s hyper competitive and highly fragmented market place.”

     

  • It has been conceptualised and directed by Abhijit Avasthi from Sideways Consulting and Prasoon Pandey from Corcoise Films

    Great Learning launches its first TVC

    By A Correspondent

     

    Edtech firm Great Learning has launched its first television campaign titled ‘Power Ahead’. The campaign has been conceptualised and directed by Abhijit Avasthi from Sideways Consulting and Prasoon Pandey from Corcoise Films.

     

    Said Hari Krishnan Nair, Co-founder, Great Learning: “Lifelong learning is the new normal for all knowledge workers today. One cannot hope to grow in their careers without learning new skills on a regular basis. In fact, the willingness to learn and upskill is a key parameter that companies are looking for when hiring professionals today. With ‘Power Ahead’ we intend to encourage professionals to aim high, upskill regularly and keep themselves prepared for the big opportunities. Through this TVC, we are engaging in a dialogue with our customers, in a language and context that they will relate to – while communicating our core mission to make professionals proficient and future-ready.”

     

    Added Abhijit Avasthi, Sideways Consulting: “I am really excited to lay the foundation for the Great Learning brand story. With the world changing so rapidly, in the coming years upskilling is going to be crucial for India and its workforce. Our story brings alive an absolute truth – ‘growth only comes from learning’ – in a relatable manner that most of us have encountered at some point. I believe in an inward looking, degree-obsessed category, this film is a breath of fresh air.”

     

    Said Prasoon Pandey: “It was deeply satisfying for me to work on this film because it is a really sensitive story about a great friendship in the backdrop of Career Enhancing Programmes that could actually propel friends into very different orbits.”