Indian indie Sideways builds activations around the country’s recent moon mission

The Chandrayaan 2 mission – an attempt to send an unmanned craft to the South Pole of the moon by the Indian Space Research Organisation inspired independent agency Sideways to create brand activations. 

The first was for Asian Paints, a leading paint brand in the country. Speaking to Mumbrella, Sideways founder and creative chief Abhijit Avasthi said: “A group of young astronomy enthusiasts in our office came up with the idea of doing something for ISRO as a tribute for all the pride and glory they have brought toIndians. 

“It so happens that the dome of the Nehru Planetarium is visible from our office – it’s across the street and these folks go there regularly. 

“During fun brainstorming sessions, two ideas stood out – one was to paint the dome to resemble the surface of the moon – the South side as that’s where the landing was to happen.”

The planetarium got behind the idea and so Sideways roped in Asian Paints. In collaboration with St+Art, a foundation devoted to popularising urban art, the dome was painted to resemble the moon.

The second idea was a cardboard kit allowing students to create their own version of the Vikram Lander and lunar rover in a specially organised function at the planetarium. The idea was pitched to indigineous craft supply brand Pidilite Industries which manufactured the kits under the Fevicreate umbrella. 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing