Sideways has bagged the creative mandate for Pidilite Industries' Haisha Paints.
Haisha Paints is Pidilite's entry into the paints segment. Sideways is partnering with Haisha Paints on a mission to become the preferred choice in the decorative home paints category.
Sideways was awarded the business based on its past work with Pidilite.
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.”
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.”