Abhijit Avasthi goes Sideways

10 Jun,2015

A Correspondent


Abhijit Avasthi

Former Ogilvy India National Creative Director Abhijit Avasthi is moving Sideways. Literally. After having left the agency with effect from December 2014, he has teamed up with Sonali Sehgal, former Ogilvy Senior VP (Client Service) , to launch a new creative problem solving agency called ‘Sideways’.


Although work at the agency will start in right earnest in July after Kinu, as Avasthi is known in the fraternity, is back from judging at the Cannes Lions advertising festival, the new company has incorporated, he said.


“Sideways will adopt a creative and right brain approach to everything,” he said, clarifying that the outfit will look beyond branding and advertising. “It could be an all-new product or service or even finding a problem to an HR issue,” he explained.


Other than Sehgal, there is no one from his former agency in the new venture. “We will have a dozen-odd people in the core team and other than the two of us, no one is from advertising.”


Meanwhile, Avasthi’s Sideways has been roped in by Aamir Khan to help in the Maharashtra government’s Jalyukta Shivaar Abhiyaan where the actor has been appointed Brand Ambassador.


The social sector is special in Avasthi’s plans for Sideways other than looking at problem solving for established large organisations and start-ups. “We will not do pureplay advertising,” Avasthi says with certainty.


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