MUMBAI: Qyuki.com, the social media platform startup by Shekhar Kapur and AR Rehman, 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.

Qyuki.com intends to look at the new paradigm in social media by helping people follow their creative interests. It will be supported by Sunny Side Up in finding newer ways of engaging with the platform‘s growing user base.

Qyuki.com CMO Bidisha Nagaraj said, "The platform aims to unlock the creative potential of India 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. 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".

The portal is targeted at Indian youth residing in Tier I, II and III markets, and Indian diaspora, aged 18 to 35 years.