Aakash Educational Services Limited (AESL), a leading test prep brand, has launched a transformative campaign aimed at reshaping how coaching is perceived in India. Created by Sideways Consulting, the new campaign emphasizes developing students into problem solvers—rather than simply exam scorers.
Challenging the notion that coaching is a “necessary evil,” the campaign positions Aakash as a support system that empowers students to think critically, act with resilience, and thrive in an increasingly complex world. With two emotionally resonant ads at its core, the initiative also signals a broader 360-degree brand revamp.
The idea of building “problem solvers” is being embedded across all student touchpoints—classroom interactions, study routines, center experiences, and even Aakash-branded student-first merchandise. This brand refresh aims to reflect the institute’s evolving role in shaping the future of Indian education.
Deepak Mehrotra, MD & CEO of AESL, said, “Our legacy has always been built on results, but we now want to spotlight the ‘how’. Education should nurture thinkers, not just toppers. This campaign embodies our larger vision of creating future-ready learners.”
Abhijit Avasthi, founder of Sideways, added, “We wanted to move beyond transactional coaching. Aakash has the credibility to spark a genuine conversation about real learning. The campaign speaks directly to students and parents seeking more meaningful educational journeys.”
This SEO-friendly campaign positions Aakash Institute as more than a coaching brand—it’s a catalyst for building the next generation of resilient, capable problem solvers
