Glitch goes content-heavy with the launch of Flux@The Glitch

By A Correspondent

Glitch has announced the launch of Flux@The Glitch, a specialised content division. Saransh Agarwal has been elevated to lead content strategy and business for Flux and will report to Varun Duggirala, Content Chief @The Glitch.

Speaking on the launch, Varun Duggirala, Content chief @The Glitch said:

“Over the last eight-plus 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, 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.”

Added Tushar Vyas, Chief Strategy Officer, GroupM: “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.”