Sideways

Founded in 2015 by Abhijit Avasthi, former National Creative Director at Ogilvy, and Sonali Sehgal, former Senior Vice President at Ogilvy, Sideways is an interdisciplinary creative collective. The firm makes it easier for people to adopt products, services, and ideas at scale.

Sideways believes adoption stalls when marketing solutions are approached in silos, without understanding real-world behaviour. To solve this, they integrate diverse disciplines- strategy, design, tech, and storytelling- to diagnose the real barriers to growth. This approach allows them to follow the problem wherever it leads, delivering solutions ranging from advertising and brand architecture to product design and tech interventions for clients looking to enter new markets or shift entrenched habits.

Sideways has worked with over 100 clients across categories, including Pidilite, Google, P&G, Sleepwell, Kia Motors, Nykaa, Meesho, Navi UPI, Borosil, Suhana Masala, Federal Bank, TVS, Disney, Citibank, Urban Company, Taj Hotels, Hamleys, Croma, Axis Bank, and Ahmedabad University, among others.

Sideways also creates original IPs through Sideways Play, a division that designs and sells innovative games and toys.

Social Media Handle:

- Instagram - @sidewaysconsulting

- LinkedIn - Sideways Consulting Website: https://sideways.co.in/