Qyuki.com names Sunny Side Up as its creative partner

The agency won the duties through a multi-agency pitch; it will look after online campaigns and also build digital assets.

Shekhar Kapur and A R Rahman's social creative platform Qyuki.com has appointed Bengaluru and Hyderabad-based advertising agency Sunny Side Up to handle its creative responsibilities. The six year-old agency won the duties through a multi-agency pitch; it will support the platform through online campaigns and also build digital assets for it.

An initiative of actor-director Shekhar Kapur and music director A R Rahman, Qyuki.com is a social networking platform that aims to discover the talent of Indian diaspora to mentor and transform them into brands of the future. In February 2012, Cisco had bought 17 per cent stake in the company for Rs 27 crore.

Explaining the reasons behind choosing Sunny Side Up,
Bidisha Nagaraj
, chief marketing officer, Qyuki, says, "Sunny Side Up demonstrated a certain passion and the overall understanding of our vision. It has shown nimbleness in its responses, which is very important for a start up like ours."

Nagaraj adds that with this association, Qyuki aims to build awareness and engagement with its community (Indian youth, particularly those in the age group of 18-35 years) and make use of social and digital media. "We plan to create content beachheads to build credibility around Qyuki. We are looking at strategic partnerships with brands and creative experts to build meaningful consumer engagement,"

Nagaraj informs.

Nagaraj further adds that at this point, there is no timeline for the association. In December 2012, MediaCom's Bengaluru office won the media mandate of Qyuki.

Somak Chaudhary, creative director and founder partner of Sunny Side Up says that as a part of the mandate, the agency is now trying to evaluate how to create new media properties and engage people to start doing what they really love.

Sunny Side Up has so far handled clients such as the Indian School of Business, Bharathi Cement, Microsoft and Computer Associates, among others.