Abhijit Avasthi

Based in Mumbai

Abhijit Avasthi is the Founder of Sideways Consulting, a digital marketing and consulting agency that specialises in providing services to brands.

After graduating from the Banaras Hindu University in Metallurgical Engineering, Abhijit took an unlikely turn to advertising, joining Ogilvy in 1999. There, he stayed for the next 15 years, the last six of which he served as the National Creative Director, contributing significatly to the agency's milestones. At Ogilvy, he shaped some of India’s most iconic brands, including Cadbury, Fevicol, Asian Paints, Perfetti, Bajaj Pulsar, Star TV and Google.

In 2014, Abhijit left Ogilvy, and in 2015, he launched Sideways, a creative problem-solving company. Sideways is a curious mix of a consulting firm, a technology solutions company, an advertising agency, a design house, and a product design studio.

The agency has been conceived based on Abhijit’s belief that in today’s complex environment, solutions to problems lie at the intersection of disciplines and cannot be solved in silos. For this reason, his 70-people strong team includes technologists, engineers, industrial designers, management consultants, design researchers besides the usual bunch of brand planners, writers and art folks.

To date Sideways has worked with over a 100 clients such as Pidilite, Sleepwell, Google, P&G, Nykaa, Meesho, Borosil, Suhana Masala, Axis Bank, Ahmedabad University, among others.

Abhijit has a deep understanding of cultures and creative mediums—as is evident in his work like Fevicol 'Bus' and 'Moochwali', Google 'Reunion' and #PledgeToVote, Center Fruit 'Tabalchi', Center Shock 'Barber Shop', Mentos 'Classroom', and 5 Star 'Ramesh & Suresh Shop'.

Recently, at the Good Ads Matter Awards, India '25, Sideways bagged a bronze for Sleepwell 'Sleepwell Mom'.

Besides advertising campaigns, Sideways partners with businesses for solving complex business solutions, experience design of digital products, reimagining service journeys, new product development and innovations. Sideways also creates its own IPs through Sideways Play, a division that designs and sells innovative games and toys.

Social Media Handles:

- LinkedIn - Abhijit Avasthi

- Instagram - @abhijitavasthi

Website: sideways.co.in