MxMIndia

Tag: Sideways

  • Conceptualised by Sideways

    Simpolo Tiles & Bathware unveils new campaign

    Simpolo, tile and bathware brand, has teamed up with Sideways to launch its ‘Tile Ho Toh Simpolo’ campaign.

    Said Bharat Aghara, the Chief Marketing Officer of Simpolo Tiles and Bathware: “We are thrilled to join forces again with Gujarat Titans, a symbol of excellence in their field,” stated Aghara. “This partnership signifies the combination of domain expertise and visionary leadership, propelling us towards new horizons of success while reaffirming our steadfast commitment to delivering unparalleled quality. “Our patented iM+ Technology enhances room aesthetics, ensures a healthy and bacteria-free environment and our stain-repellent feature provides customers with the freedom to live comfortably without worrying about stains compromising its beauty. This embodies Simpolo’s commitment to simplifying & enriching the overall quality of life.”

    Added Abhijit Avasthi, Founder, Sideways: “The Simpolo and GT association is a match of two class acts. The challenge was to bring alive the compelling functional attributes of premium Simpolo tiles in an engaging manner using the GT players, in a really short duration. I hope we have managed to do that.”

     

  • Conceptualised by Sideways

    Pidilite unveils campaign for Motomax auto-care brand

    Pidilite Industries Limited has unveiled  a new digital campaign for Motomax Insta Shine, an easy-to-use DIY vehicle polish. The campaign, conceptualised by Sideways, is set to captivate audiences across various popular digital platforms.

    Said Manish Dubey, Chief Marketing Officer, Pidilite Industries Ltd: “Motomax Insta Shine is not just about giving your vehicle a quick shine; it’s about adding a touch of shine to your everyday life. This communication reflects the essence of our brand – providing effective solutions for vehicle care and maintenance. We believe it will resonate with our audience and reinforce Motomax Insta Shine as a go-to choice for auto-care.”

    Commenting on the TVC, Abhijit Avasthi, Founder, Sideways added: “We’ve always enjoyed crafting fun narratives for our Pidilite films. With Insta Shine, we wanted to demonstrate the instant shine functionality, but still do so in our signature, humorous way.”

  • … as Chief Growth Officer

    Malcolm Raphael quits TOI, joins Sideways

    Abhijit Avasthi’s Sideways is set to take its offerings to the market even more aggressively and to do this, it has on-boarded Malcolm Raphael as Chief Growth Officer. Raphael was last Senior VP and Head, Creative Strategy, Brand Content, Innovations and Trade Marketing at the Times of India group.

    Speaking on the appointment, Abhijit Avasthi, Founder, Sideways, said, “Till now we have grown only organically, by word of mouth, without participating in pitches, solely on the basis of our work and reputation. While we have worked with over 100 companies till date, I believe we can add exponential value to a lot more businesses  – it’s just that we have been very quiet about what we do and most companies are unaware of what all can Sideways do for them. Malcolm is the perfect person for taking the Sideways story to the world. Because of his varied experiences, he intuitively gets what Sideways does.”

    Commenting on his new role with Sideways, Raphael said: “What attracted me to Sideways is its unique approach to solving a business or brand problem. They are unlike any other agency or consultancy I have come across. I subscribe to their belief that in today’s environment, solutions to complex problems lies at the intersection of disciplines. They are able to provide these thanks to an eclectic team of strategists, technocrats, writers, product designers, management consultants, UI/UX and graphic designers and many others. I am looking forward to telling their story to the world.”

    At the Times Group, Raphael spearheaded initiatives like the Power of Print IP, Brand Equity Times Ahead, Innovation Roadshows and BrandScope, where he created consumer brands from scratch. He also led the Cannes Lions relationship and drove the Young Lions and Young Spikes competitions in India. He is part of the Advertising Club managing committee and has been part of the Effies, Emvies and Abbys juries.

  • To redefine how beauty packs communicate with consumers

    Sideways partners with Brillare skin care brand for campaign

    By Our Staff

     

    Brillare, hair & skin-care brand, has launched a campaign with a new packaging and communication strategy. The new packaging features a front-of-pack labelling system that clearly lists all the ingredients, and its concentration, in each product. The campaign is created by Sideways Consulting agency.

     

    Said Jigar Patel, CEO – Brillare: “We’re proud to be a brand that’s leading the way, not only in formulation efficacy, but also in customer empowerment.We’re not worried about revealing our formulation. We are committed to a business philosophy that prioritizes the use of ingredient efficacy over greenwashing and misleading branding. We believe that it’s better for our customers to know what really makes skin & hair care products effective, and safe to use. This move is a testament to our commitment to set new standards for our category.”

     

    Added  Abhijit Avasthi, Founder- Sideways: “Even the most intelligent and discerning customer is susceptible to ‘stories’ when they stand in the personal care aisle in a store. With attractive bottles, each communicating its own story, do we really turn the bottle to look at facts? That’s why we want people to remember that ’stories’ don’t work on acne or hair fall- it’s the ingredients alone.”

     

  • To strengthen digital offering

    Sideways ropes in Swati Balani as Creative Head of Digital

    By Our Staff

     

    Sideways agency has onboarded Swati Balani as Senior Creative Director in charge of its digital output.

     

    After over three years in traditional advertising working with agencies such as Ogilvy, DDB, and Draft FCB, Balani switched to Digital with AutumnGrey. In just seven and a half years, she helped build a robust team there and delivered on the biggest brands across industries including ITC, Burger King, USL Diageo, Microsoft, P&G, PepsiCo, Aditya Birla amongst others.

     

    On her appointment, Abhijit Avasthi, Founder, Sideways, said: “With digital being a mainstream lever in business now, we needed a solid experienced hand who understands the nuances of this domain and can impact visible outcomes . In Swati we found such a person – besides being an able team builder.”

     

    Welcoming Balani to the team, Sameer Sojwal and Nilay Moonje, ECDs and Creative Heads of Sideways, added: “Swati joins the Sideways team to further strengthen our digital offering. She brings with her deep understanding of the digital world and the experience of handling multiple brands and teams across digital and mainline agencies. We are super happy to have her and look forward to seeing more Sideways thinking in the months to come.”

     

  • 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.”

     

  • Film highlights 'magical powers' of the brand

    Sideways launches Pidilite WD-40 Car care Spray

    By Our Staff

     

    Pidilite Industries Limited, an adhesives manufacturing company, has launched a campaign for its new product, WD-40, a multipurpose car care spray. The brand film, conceptualized by Sideways branding and creative agency, highlights the diverse capabilities of WD-40, a product that can remove rust, open jammed locks and silence squeaky door hinges, among others.

     

    Said Sideways’ Co-Founder Abhijit Avasthi: “WD-40 is an iconic product with magical powers with a million use cases. I believe it should be in every household. With this film we are hoping to build an endearing fun personality for the brand which will help increase its adoption.”

     

    Added Nilay Moonje and Sameer Sojwal, Executive Creative Directors and Creative Heads at Sideways: “Any brief from Pidilite comes with an opportunity and a responsibility to do only the most amazing advertising. Such is the client relationship and our own expectation. While we joked about some completely useless ideas, we stumbled upon a thought, ‘What if a guy wants to get out of jail but can’t because of the rusted door? Then he won’t need the key, would he?’ And one ridiculous thought led to the next.”

     

    Gautam Suri – President, Sales and Marketing, Consumer Products at Pidilite Industries said: “WD-40 is an iconic global brand. Seeing is truly believing as using the product once will ensureit is used again and again. There are over 2000+ applications and it is our endeavor to have one can in every household so our consumers discover the myriad uses of this miracle product. WD-40 works wonders, inspiring confidence and empowering people to solve problems and get the job done right.”

     

  • The TVC is conceptualised by Sideways

    Ranveer Singh learns new ‘moves’ for latest campaign of Rupa Frontline

    By Our Staff

     

    Rupa Frontline, the men’s innerwear brand, has launched a new campaign featuring brand ambassador Ranveer Singh. The film is conceptualised by Sideways.

     

    Commenting on the new television commercial for Rupa Frontline, Mukesh Agarwal, Director Rupa and Company Limited, said: “We have consciously moved away from the traditional ‘boy-impresses-girl-and-takes-her-away’ kind of storyline with this TVC in order to be more relevant to today’s youth, who are our real target audience. Challenges are part and parcel of life. Rupa Frontline celebrates the human ability to smartly overcome these challenges without being too predictable or clichéd. Our customers have loved Rupa Frontline over the years and this is one of our ways to acknowledge their faith and trust in the brand.”

     

    Added Sameer Sojwal – Creative Head, Sideways: “Using celebrities interestingly always makes ads more memorable. So we used Ranveer in a new role – as a chess master. Through his infectious energy, we played up the effortless style and ease that Rupa Frontline stands for.”

     

  • Targets different consumer segments

    Sideways shoots 12 films for Meesho online

    By Our Staff

     

    Meesho, the online shopping marketplace,  has launched its latest campaign – ‘Arrey Waah!’

     

    Said Lucky Saini, VP & Head of Brand-Meesho:  “The inspiration of this campaign is Meesho’s mission to democratize internet commerce for everyone in India and the joy every shopper experiences when they can own what they desire”. IPL is India’s favorite sports entertainment event that presents an opportunity to tap into a newer and larger customer base, by showcasing how Meesho is driving accessibility and elevating customers’ online shopping experience. The objective of the campaign is to create an ‘Arrey Waah’ moment in the minds of the consumers by showcasing the discovery of the desired products at unheard of prices. The campaign underlines how Meesho is solving for the value seeking aspirational India.”

     

    Added Abhijit Avasthi, Co-founder, Sideways: “Meesho has set out to delight Indians across geographies and pop strata in an unprecedented manner. They truly want to democratize ecommerce. With the ‘Arrey Waah!’ campaign we hope to capture this joy that millions of people will experience thanks to Meesho. I believe the simplicity, the relatability and the level of localisation will build affinity with people everywhere. I think this is also the first time when a trio of A- list Directors – Rajesh Krishnan (Soda Films), Prashant Issar (Tubelight Films) and Ryan Mendonca (Bang Bang) – have come together as a team to partner with a brand and an agency to execute something at this scale.”

     

  • The digital film is conceptualized and executed by Sideways Consulting

    SleepX campaigns for a good night’s sleep

    By Our Staff

     

    SleepX from Sheela Foam Ltd has announced the launch of a new campaign titled ‘Good sleep is your superpower’. The campaign highlights the impact of a good night’s sleep on one’s productivity and well-being during the hours they are awake.

     

    On the campaign, Sumit Sehgal, Business Head – ECommerce, Sheela Foam Ltd., said: “Sleep is our best energy source – both mental and physical. With the launch of our brand idea – ‘Good Sleep is your superpower’, we aim to build on the importance of good sleep that will help the millennial generation sleep better. Curve is one such innovative product which is designed basis our body contour with curved foam layers for a restful sleep. We will be launching many new bedroom products to enable consumer sleep better and power through the day.”

     

    Added Sreekumar Puthan Veetil and Namaah Kumar, Creative Leads, Sideways: “Indians are among the most sleep-deprived in the world. And the last 2 years have forced us all to look at our lives a little differently; to focus a bit more on our well-being, both mental and physical. And here, we sensed there was space for a sleep solutions brand like SleepX to engage in a conversation, educate and eventually help us realize the importance of a good night’s sleep.”

     

  • For strategic guidance and creative development

    Meesho moves (to) Sideways for brand-building

    By Our Staff

     

    Meesho, the online shopping site and e-commerce platform, has announced its partnership with Sideways for strategic guidance and creative development of their brand campaigns through the year.

     

    Said Abhijit Avasthi, Co-Founder, Sideways: “Meesho will be doing for a billion Indians what the incumbent e-commerce players have not been able to do even after many years – truly democratize the power of ecommerce for a billion Indians. We are excited about the opportunity and hope to build one of India’s most loved brands in the very near future.”

     

    Added Lucky Saini, VP & Head of Brand: “We are absolutely delighted to go Sideways. In Sideways, we have found the right partner during this hyper-growth phase of our journey. They truly are a different kind of agency with an integrated team of strategists, creative folks and technologists who understand internet businesses and the pulse of Indian consumers. Together we aim to build Meesho as one of the largest internet companies in India and a brand that people love.”

     

  • Stars brand ambassador and investor Shraddha Kapoor

    Sideways launches TVC for MyGlamm

    By Our Staff

     

    Beauty and personal care brand MyGlamm has launched its first TVC ‘Tell MyGlamm What You Want’ created by Sideways. The campaign features newly appointed brand ambassador and investor Shraddha Kapoor.

     

    Commenting on the campaign, Apratim Majumder, CMO, MyGlamm said: “I am super-excited about this campaign. This gives us an opportunity to take our platform to more people and positively impact, in a small way, their beauty journey. In a world that is getting polarised by the day, we want to tell our story of inclusiveness and hope to inspire people to tell their stories.”

     

    Added Abhijit Avasthi, Co-founder of Sideways: “MyGlamm is an amazing example of what technology and data can do for women and their beauty needs. It’s philosophy of understanding from women what they want and crafting products for them is what has made them much-loved by their users. With this film we hope to get many more people to enjoy their products and share their beauty wishlist. Sideways started partnering with MyGlamm in 2017, right from the product/packaging development stage, and hence it is extremely fulfilling to see this journey to their first TVC release.”