Aakash Institute launches ANTHE 2024 campaign with Sideways

Aakash Educational Services Limited (AESL), India's leading coaching institute, announced the launch of its flagship scholarship exam, ANTHE (Aakash National Talent Hunt Exam), in collaboration with Sideways Consulting.

ANTHE, open to students from grades VII to XII and XII passed, is one of India's largest scholarship tests. It offers not just financial aid but also academic recognition, exposure to competitive environments, and a platform for students to connect with peers.

The launch coincides with the 16th season of the popular quiz show Kaun Banega Crorepati (KBC), further amplifying the program's reach. While scholarships are significant, the campaign aims to celebrate the inherent talent students possess.

Creative Approach

ANTHE is widely recognized as one of India’s most significant scholarship exams, designed for the country’s brightest students. The campaign highlights these students as protagonists, conveying the message in a competitive yet engaging manner.

Deepak Mehrotra, Managing Director and CEO of AESL, commented: “ANTHE is more than just a scholarship exam; it’s an opportunity for students to truly understand their strengths and potential. Our collaboration with Sideways Consulting has resulted in a campaign that encapsulates the essence of ANTHE and its transformative impact on students’ academic journeys.”

Abhijit Avasthi, Founder of Sideways Consulting, remarked: “Our creative challenge was to shift the focus from the exam itself to the students who participate in it. We aimed to showcase ANTHE as a platform where their talents are genuinely recognized.”

Campaign Credits

Client: Aakash Educational Services Limited
Team: Deepak Mehrotra, Anup Agarrwal, Vivek Khattar, Allan Saugat

Agency: Sideways
Leadership Team: Abhijit Avasthi, Sonali Sehgal, Malcolm Raphael
Creative Lead: Sameer Sojwal, Nilay Moonje
Creative Team: Prashant Sinha, Vaibhav Patil, Kshipra Dubey, Pranav Sawant, Pooja Shinde
Account Management: Nandita Das, Neal Kalianiwala, Jay Vaidya
Strategy: Siddharth Mohanty, Namita Kamat

Production House: Klture Studio
Director: Sukriti Tyagi
Producer: Priyank Misra

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