Glitch launches new age content division Flux@The Glitch

Glitch, a digital creative agency (an independent brand under GroupM), has launched Flux@The Glitch, a specialised new age content division. Flux is a content development and production hub that works in a unique structure built for the modern creation needs of brands around the world.

Saransh Agarwal is being elevated to lead content strategy and business for Flux. 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 an unique incubator for content creators, brands and platform partners or in short, Tinder for branded content. 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 ecommerce models, to long form content that is driven by data and insights.

Speaking on the launch, Duggirala says in a press statement, “Over the last eight 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 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, consumers, creators and 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 adds, “Flux will be empowering brands by providing powerful meeting point between the consumer and the brand across diverse touchpoints - 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 & OTT, Auto amongst other categories.