Aakash Educational Services teams up with Sideways

The brand has launched a campaign to ‘redefine the role of coaching in India’

by e4m Staff
Published: Apr 19, 2025 2:46 PM | 2 min read

Aakash Educational Services, Sideways 

Aakash Educational Services has launched a bold new brand campaign in partnership with Sideways.

This campaign challenges the common perception of competitive exam coaching as a 'necessary evil'. Instead, it aims to reframe coaching as a valuable support system that empowers young Indian students to succeed in a complex and uncertain future.

This campaign marks a significant rebranding effort for Aakash. It is not just a set of communication films, but the start of a 360-degree rollout where the idea of a 'problem solver' will be brought alive across multiple touchpoints.

The films in the new campaign are a departure from conventional coaching ads.

Deepak Mehrotra, MD & CEO, Aakash Educational Services Limited (AESL) stated: "At Aakash, our legacy has always been built on results. But we believe it’s time to talk about the ‘how’, not just the ‘what’. Because true success lies in developing problem-solvers—young people who can think clearly, act with resilience, and navigate complexity. This campaign reflects our larger vision for education and what we believe coaching should stand for in today’s world.”

Abhijit Avasthi, Founder, Sideways added, "The coaching space has become very transactional—more about scores, less about substance. But Aakash has always stood for more. We wanted to tell a story that felt honest, grounded, and meaningful—something that students and parents truly find value in. The campaign calls for a genuine dialogue about the future of learning, surpassing conventional coaching approaches.”