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There is a need for an alternate perspective on the creative business: Abhijit Avasthi

Sideways Consulting has been set up by the former Ogilvy NCD as a creative problem solving outfit and will focus on solving brand problems, help start-ups and the social sector

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There is a need for an alternate perspective on the creative business: Abhijit Avasthi

There is a need for an alternate perspective on the creative business: Abhijit Avasthi

Sideways Consulting has been set up by the former Ogilvy NCD as a creative problem solving outfit and will focus on solving brand problems, help start-ups and the social sector

Aanchal Kohli | Mumbai | June 11, 2015

Abhijit Avasthi Abhijit Avasthi

The news of Abhijit Avasthi quitting as National Creative Director, Ogilvy & Mather, towards the end of 2014 had created quite a stir in the industry. Avasthi is back in the news, this time for the launch of his new venture – Sideways Consulting – a creative problem solving outfit that he has set up in partnership with Sonali Sehgal.

Speaking to BestMediaInfo.com on his new venture, Avasthi said, “I believe there is a crying need for an alternate perspective on every aspect of business in India. Creativity is a business tool and adds immense value to clients. India is ripe for an offering like this.”

With a core team of around 10 people, Sideways Consulting is building up partners for collaborations across disciplines. Though the company has been already incorporated, Avasthi hopes it will be fully active sometime in July once he is back from the Cannes Festival, where he is part of the Film Jury this year. He strongly believes that creativity is applicable to not just advertising, but should be applied and blended in various solutions – be it business designing or human resource function for any company.

“It is important to apply creative thinking in every aspect and not just restrict it to marketing and advertising. There will be people of different skill-sets ranging from engineers to technology people to creative designers to many more to collaboratively give solutions to the problems any company would require,” Avasthi said.

He also specified that Sideways Consulting would be focusing on three basic principles, which includes firstly, solving existing brand problems; secondly, engaging young start-ups and regional entrepreneurs who would be seeking inputs and solutions; and lastly, the social sector, which includes NGOs, the Government sector, etc.

Commenting on choosing the name Sideways Consulting, Avasthi remarked that the name went very well with their ideology and philosophy. “We wanted to go beyond pure-play advertising and at the same time I did not want one of the conventional names, hence this name came up,” he added.

When asked about the clientele, Avasthi said that it was too early for him to highlight the names and added that they were in talks with quite a few brands. Adding further, he said, “I will be in a position to spell out names once I am back from Cannes. But to give it a start, we have collaborated with Aamir Khan and the Government of Maharashtra for their public service initiative – Jalyukta Shivaar Abhiyaan.”

Info@bestmediainfo.com

Info@BestMediaInfo.com

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