Sunny Side Up bags creative mandate for Qyuki

The agency will support the social media creative platform, founded by Shekhar Kapur & AR Rahman, with its online campaigns

e4m by exchange4media Staff
Updated: Jan 17, 2013 10:16 PM
Sunny Side Up bags creative mandate for Qyuki

Social media creative platform Qyuki has appointed Sunny Side Up to manage its creative duties. The six year-old agency, with offices in Hyderabad and Bangalore, will be involved in supporting the platform with its online campaigns for promotion and building sustainable digital assets.

An initiative of Shekhar Kapur and AR Rahman, Qyuki intends to look at the new paradigm in social media by helping people follow their creative interests.

“In Sunny Side Up, we found a partner who understands the need of a unique platform like Qyuki to continuously stay relevant to its target,” said Bidisha Nagaraj, Chief Marketing Officer, Qyuki.

Qyuki is targeted at Indian youth residing in Tier I, II and III markets, and the Indian Diaspora, aged 18 to 35 years.

Somak Chaudhary, Creative Director and Founder Partner of Sunny Side Up, believes Qyuki brings a unique opportunity for the six-year old agency to explore creative means of spreading the word. He said, “We are trying to evaluate how to create new media properties to nudge people to start doing what they really love. This is what makes it interesting and challenging at the same time.”

Anand Krishnan, one of the Founder Partners of Sunny Side Up, added here, “We see our role going beyond being communication partners for Qyuki. What really excited us was the vision of the founders and the challenge of being involved with a brand that’s not created by any of us, but by the community. It’s a great learning for us just to be supporting the brand as it evolves.”

Interestingly, Sunny Side Up has had a track record of assisting start-ups with their communication and strategy needs. Apart from handling clients such as the Indian School of Business, Bharathi Cement, Microsoft, and Computer Associates, among others, the agency has supported Beam Fiber – a start-up ISP based out of Hyderabad – to evolve into one of the most valuable businesses in its sector.

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