Sideways secures creative mandate for Pidilite's Haisha Paints

Sideways has secured the creative mandate for  Pidilite’s Haisha Paints.

Sideways said it is working with Haisha Paints to make the brand recognisable and beloved.

Abhijit Avasthi, Co-Founder, Sideways, said,  “I am extremely excited about the prospect of partnering with Pidilite in making Haisha a significant, much-loved brand in the Paints category. The opportunity is challenging but huge. And the manner in which Pidilite is approaching the project is inspiring.”

Salil Dalal, Chief Business Officer, Fevicol, Pidilite, said, “Pidilite has always built endearing brands by partnering closely with creative teams and giving them a free hand. Sideways and Pidilite will work together to build Haisha into a household brand, trusted by consumers, preferred by the trade and loved by the Paint Applicators.”

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