Independent Indian agency The Glitch has been bought by GroupM as the holding company competes for greater access to the country’s technology-driven creative industry.Founded by Varun Duggirala and Rohit Raj in 2009, The Glitch has more than 200 people across its offices in Mumbai, Bangalore and Delhi. It will retain its brand identity under the new deal.As of 2016, the agency had roughly 50 accounts on its books including for brands like Lakme, Whisper, Kurkure, Lifebuoy, Lay’s, Pears and Cornetto.
it has also run campaigns for Unilever, Netflix, OYO Rooms, Shutterstock and Tinder. CVL Srinivas, country manager for WPP India and CEO of GroupM South Asia, said: “The communications ecosystem in India has evolved dramatically in the last few years and GroupM continues to lead the market in creating cutting-edge solutions that leverage data, technology and creativity.“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.
“The Glitch has done some outstanding work for clients and we eagerly look forward to their coming on board.”GroupM has confirmed that there will be no changes to The Glitch’s current leadership.
The holding company’s move follows in the footsteps of arch-acquisition rival Dentsu Aegis Network, which recently made headway in India with the purchase of SVG Media, reportedly the country’s biggest digital marketing agency.