MAM
Report on Shemaroo

The Glitch to leverage GroupM data to reach rural India

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/02/28/Varun_Duggirala-Rohit_Raj.jpg?itok=VEwKqKOP

MUMBAI: Digital is the buzzword everywhere today and the advertising industry is not any different. Companies looking to acquire are also scanning for digital-ready candidates over traditional agencies.

WPP’s GroupM, the world’s leading global media investment group, recently gobbled up digital creative agency The Glitch in India, showing its appetite for growth in a technology-driven communication market. GroupM South Asia country manager for WPP India and CEO CVL Srinivas believes that the communications ecosystem in India has evolved dramatically in the last few years. “With The Glitch, we found a partner that brings exciting creative and content skills that can leverage our unique assets to create effective solutions for our clients,” he says.

It was in 2009 that two friends Varun Duggirala and Rohit Raj from Symbiosis decided to quit their jobs at Channel V after it stopped airing music and was pivoting into a general entertainment channel. Recalls Raj, “We went to Channel V because we loved music and wanted to work in the space but decided to quit after our team leaders told us that the channel will be shifting focus to GEC as the youth that was watching music content has now moved into digital ecosystem.”

Soon after leaving the duo turned entrepreneurs and launched their own digital video production company called The Glitch. Like every other startup, Duggirala and Raj slogged the first two years as they were trying to sell a concept which most clients didn’t have. Duggirala says that due to work of mouth work worked in their favour.

The company started operations from their apartment’s front room with four employees and an investment capital of Rs 3 lakh. Although they loved creating digital videos for clients, it was only in 2011, that Glitch started its digital agency route with major initial international clients Diesel and Quicksilver in its kitty. Today, the company has over 200 employees and offices set up in Mumbai and Delhi and is looking at setting up a new office at Bengaluru by the end of this year.

While digital still continues to be an urban phenomenon, low cost data and availability of cheap mobile handsets has helped digital penetration in rural areas. The Glitch CEO Pooja Jauhari emphasises that rural is going to be a huge focus for the team this year. Duggirala adds that with this acquisition, the company is looking at GroupM helping it out on a large scale to tap rural India as GroupM has a large set of data of rural audience which will help them to craft communication better.

Though the company was in conversation with various agencies over the years, it was approached by GroupM in 2014. Raj mentions, “We started to analyse the pros and cons of each acquisition. We had a two year learning curve to understand and only then we decided to go ahead with the deal.”

The Glitch Delhi managing partner Kabir Kochhar adds, “In GroupM we saw the market leader that would help inform our intuitions better with data backed insights as well as give us a jumpstart with consumption trends. Post the acquisition, the company wants to concentrate on having quality clients and add new services and business solutions for them.”

The year started on an extremely positive note for The Glitch and the team has a positive outlook for the year. ”2018 has begun on a very positive note with some key account wins and we look to cement our existing relationships with clients and bring them the benefits we gain from the GroupM alignment,” concludes Kochhar.

ALSO READ:

Is India ready for the impact of AI on marketing?

2017 - The year of long-format ads

Talent retention is key, says Mindshare’s Prasanth Kumar

Martin Sorrell on how WPP is combating ad world slowdown

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620910728003.jpg?itok=5LRWWywo
Oracle unveils world's first ad measurement tech for 3D in-game environments

KERALA: Cloud major Oracle has unveiled the world's first ad measurement technology for 3D in-game environments that could help marketers to understand more about advertising performance in video games.  The latest updates to Oracle Advertising and Customer Experience (CX) include impressions...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620909847708.jpg?itok=oCA4ROTF
Cycle Pure Agarbathi’s #PrayForEveryone film goes viral

Mumbai : In catastrophic times such as the one our world is going through currently, everyone from the Pope to the common man is in need of a prayer. Little wonder then that a universal prayer initiative by Cycle Pure Agarbathi to #PrayForEveryone, has gone viral on social media platforms.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620904066311.jpg?itok=R1tgJjFK
Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

MUMBAI: Pivoting towards strengthening the brand reach, Garmin India, a has signed television presenter and fitness coach Mandira Bedi as its brand ambassador. The popular face of many TV shows, host of cricket matches and now an icon of fitness, Bedi will promote Garmin smartwatches and...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/rapa.jpg?itok=PKefiMCF
Prashant Bhojani named chief marketing officer for Rapaport India

Mumbai: The Rapaport Group has appointed Prashant Bhojani as the new chief marketing officer for its India business. Bhojani will drive the marketing and communication activities of Rapaport India. He will lead the marketing of a powerful set of new initiatives that will add value for the brand’s...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/ok.jpg?itok=8-LZ0JIk
Meraqi Digital bags digital marketing mandate of OK Play

Mumbai: Kolkata-based marketing consultancy Meraqi Digital has bagged the digital mandate of homegrown toy brand OK Play. As part of the mandate, the agency will be responsible for managing and enhancing the brands digital properties, which include the website, social media platforms along with SEO...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/nur.jpg?itok=BnykHqj0
Brands pay homage to the ‘silent heroes’ on International Nurses Day

Celebrated world over as the birthday of Florence Nightingale, 12 May or ‘International Nurses Day’ recognises the work of nurses around the globe. Since the beginning of the pandemic, compromising their own safety.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/maya.jpg?itok=6AC_y8jC
Mayank Jain joins CarDekho Group as CEO – new auto business

Auto-tech company CarDekho has further fortified its leadership team by appointing Mayank Jain as CEO of its new auto business. He will be responsible for strengthening the organisation’s new auto offering, and deepening engagement with OEMs, dealer network and other enterprise partners.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/pd.jpg?itok=v1OzdxIm
Mercedes-Benz elevates Pradeep Srinivas as marketing head

German premium carmaker Mercedes-Benz on Wednesday rejigged its sales and marketing unit and brought in Pradeep Srinivas as head of the marketing and customer services, replacing Amit Thete.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/lg.jpg?itok=O73aw0w9
LG Electronics India pledges $5.5 million to support Covid-relief efforts

Consumer durable firm LG Electronics India has pledged $5.5 million for Covid-relief efforts and set up medical infrastructure to aid the battle against the novel Coronavirus in India. The company said as part of this initiative, it will set up 10 makeshift hospitals across India in association...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required