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Sunny Side Up bags creative mandate for

The social media platform has been started by Shekhar Kapur and AR Rahman

BestMediaInfo Bureau |Delhi| January 18, 2013, a social creative platform, has appointed Sunny Side Up to manage its creative duties. The six-year-old agency with offices inHyderabadandBangalorewill 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, intends to look at the new paradigm in social media by helping people follow their creative interests. Qyuki will be supported by Sunny Side Up in finding newer ways of engaging with the platform’s growing user base. is targeted at Indian youth residing in Tier 1, 2 and 3 markets, and the Indian diaspora, aged 18 to 35 years.

Bidisha Nagaraj, Qyuki’s Chief Marketing Officer, said, “The platform aims to unlock the creative potential ofIndia by empowering people’s self-expression and enable them to build their creative identity. At Qyuki, Indian youth come together to experience differentiated content created by masters. They also get an opportunity to interact, learn and co-create content with creative experts with a potential of themselves becoming brands of the future. In Sunny Side Up, we found a partner that understands the need of a unique platform like Qyuki to continuously stay relevant to its target.”

Somak Chaudhary, Creative Director and Founder Partner, Sunny Side Up, believes brings a unique opportunity for the agency to explore creative means of spreading the word. “For once, we’ll implore our target audience to do exactly what they have been passionate about. 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.”

Chaudhary added, “It is the excitement of co-authoring a growth story that makes it even more rewarding. We’re sure will have a wonderful narrative of its own as we proceed further.”

Anand Krishnan, a Founder Partner of Sunny Side Up, commented, “We see our role going beyond being communication partners for Qyuki. What really excited us is 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.”

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

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