MAM

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=-OLiKevh

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/2020/09/24/prachi.jpg?itok=DayddQ05
FoxyMoron’s national head for client relationships Prachi Bali talks about her new role

NEW DELHI: While the industry battles arguably one of the most challenging issues of modern times, Prachi Bali has been promoted as the national head for client relationships at the full funnel creative and performance digital agency FoxyMoron. One of the youngest executives in the marketing world...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/tac.jpg?itok=pHB9wso9
The Ad Club & AAAI decides to refund Abby 2020 entry fees

MUMBAI: The Advertising Club has been curating many idea exchange and awards platforms that celebrate extraordinary creative work. Abby Awards  presented by The Advertising Club is one such award that has been held for the past 50 years. Held every year at the prestigious Goafest, the awards have...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/pti.jpg?itok=ODcDqogI
Vedanta Group ropes in former PTI CEO MK Razdan

NEW DELHI: Vedanta Group has roped in MK Razdan, former CEO and editor-in-chief of PTI as a  senior advisor- corporate communications team. He will be based out of Delhi. Razdan is a well known name in the industry and has spent over three decades in the industry.  The veteran journalist became PTI...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/vishal_subharwal.jpg?itok=Uzl16i2V
HDFC Life Partners with Sportskeeda for IPL 2020

Mumbai: HDFC Life Insurance Company, one of India’s leading life insurance companies, signs an official sponsorship agreement with Sportskeeda for IPL 2020. With the sporting world still gradually being reinstated to normalcy, the biggest franchise T20 cricket tournament - Indian Premier League...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/carvaan-vikram_mehra.jpg?itok=_z61oGZG
Saregama plots Carvaan's post-Covid journey

MUMBAI: ‘Who buys a transistor radio in the times of iPods and apps?’

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/dia.jpg?itok=0-IkoI4V
The Better Home onboards Dia Mirza as brand ambassador

NEW DELHI: India’s first brand of subscription eco-friendly home cleaners, The Better Home, has partnered with Bollywood actor, UN Environment Goodwill ambassador, UN Secretary General’s SDGs advocate, and Wildlife Trust of India ambassador Dia Mirza as brand ambassador for their range of eco-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/hydrabad.jpg?itok=f0rgdhpI
Kansai Nerolac continues to sponsor Sunrisers Hyderabad

Mumbai: In a bid to strengthen its long-standing partnership with the T20 franchisees, Kansai Nerolac Paints (KNPL), one of the leading paint companies in India will continue its association with Sunrisers Hyderabad (SRH) for the cricket league’s thirteenth season. The most loved sports...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/sonu.jpg?itok=C4pS9LiY
Acer India signs Sonu Sood as brand ambassador

NEW DELHI: Acer India, the PC brand, has roped in Bollywood actor Sonu Sood as its brand ambassador. The actor will be seen endorsing the brand's innovative range of products across media platforms for campaign to talk about Acer’s commitment to improving people’s lives through technology. This...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/maxlife.jpg?itok=LhoHZb4D
Max Life is official life insurance partner for team RCB

NEW DELHI: Max Life Insurance Company has unveiled its latest ad campaign with Royal Challengers Bangalore. Featuring ace players of the team in a geared up avatar, the brand new television commercial (TVC) attempts to reinforce the importance of financial protection in the form of term insurance...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required