Glitch launches its new age content division- Flux@The Glitch

This is a content development and production hub which is structured to cater to the modern creative needs of brands globally.

Flux@ the Glitch
Glitch, the digital first creative agency (an independent brand under GroupM), has launched Flux@The Glitch, a specialized new age content division. Flux is a content development and production hub which works in a unique structure and caters to modern creative needs of brands around the world.

Saransh Agarwal is being promoted to Lead Content Strategy & Business for Flux and he will report to Varun Duggirala, Content Chief @The Glitch.

Flux@The Glitch will have two distinct verticals to service the content requirements of clients. Creator Lab will be a unique incubator for content creators, brands and platform partners. Content Studio & Hub will focus on the long term requirements for brands who have an ‘always on’ approach towards content. This can range from micro content, especially for e-commerce models, to long form content that is driven by data and insights.

Speaking on the launch Varun Duggirala, Content chief @The Glitch said,
“Over the last 8+ years,we have always relied on a core brand insight driven strategy to build brands across platforms and consumers. It is this very thought process that has helped us to create effective branded content as a core part of a brand’s value chain, and we have used that learning to come up with an effective yet fluid system that works for brands, for consumers, for creators and for platforms. The beauty of a fluid model is that it will always be in Flux because the world of content changes every day.”

Tushar Vyas, Chief Strategy Officer, GroupM added, “Flux will be empowering brands by providing a powerful meeting point between the consumer and the brand across diverse touch points-this brings in a unique layer augmenting GroupM’s capability in consumer insight, planning and activation.Flux will work closely with GroupM Agencies to deliver effective and engaging content solution for our clients across GroupM in India and beyond.”

Over the last 8 years The Glitch has been one of the first movers in the Digital Branded Content space and has created successful branded content campaigns across a vast array of clients encompassing FMCG, Entertainment and OTT, Auto amongst other categories.

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