MAM
Glitch launches content division Flux@The Glitch
MUMBAI: Digital agency The Glitch, 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 and will report to Varun Duggirala, content chief at The Glitch.
Flux@The Glitch will have two distinct verticals to service the content requirements of clients.
Creator Lab will be a unique incubator for content creators, brands and platform partners or in short, Tinder for branded content. Content Studio and 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.
Duggirala says, “Over the last 8+ 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.”
GroupM chief strategy officer Tushar Vyas 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.”
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.
Apple rarely announces minor updates with much fanfare, and iOS 26.4 is no exception. No dramatic redesigns, no flashy keynote moments. What it delivers instead is a focused set of improvements that sharpen the experience you already have. If that sounds underwhelming, spend a week with it. You will change your mind.
Apple Music Learns to Listen Better
The biggest shift in this update lives inside Apple Music. Apple has brought AI-powered playlist generation to the app, and it works on mood rather than genre. Type something like “rainy evening at home” or “running late on a Monday,” and it builds a playlist that actually fits. This is not algorithmic guesswork dressed up in new clothing. It genuinely reads the intent behind vague descriptions and responds well.
Alongside this, a new concerts feature scans your listening history and surfaces live events happening near you. It is a smart bridge between your digital music habits and real-world experiences. Apple is quietly making the case that a music app should do more than just play songs.
Shazam also gets a meaningful upgrade. It can now identify songs without an internet connection. This might sound like a minor convenience, but anyone who has tried to Shazam something at a crowded venue with patchy signal will tell you it is anything but minor. The feature works locally on-device, which also means it is faster.
CarPlay Gets Smarter Controls
CarPlay has been updated with deeper integration for intelligent voice assistants. The goal is to reduce how often drivers need to look at a screen or tap anything at all. You speak, things happen. It is a clear step toward making the driving experience safer without stripping away functionality. The integration feels natural rather than bolted on, which is a harder thing to achieve than it sounds.
The Fixes You Feel Every Day
This is where iOS 26.4 earns its keep. Keyboard responsiveness has been improved, and the difference is noticeable immediately. Typing feels more accurate and less combative. Accessibility features have been refined across the board, with better contrast options and adjusted spacing that makes the interface easier to read without forcing you into larger text sizes.
The Health app has also been updated. It now surfaces more actionable insights from your daily data rather than just displaying numbers. If your sleep patterns have shifted or your activity levels have changed, the app now contextualises that clearly instead of leaving you to interpret raw figures on your own.
These are the kinds of changes that do not photograph well for a press release. They also happen to be the ones that make your phone feel genuinely better to use.
A Few Other Additions
New emojis have been added in this update. They will find their way into your conversations faster than you expect. Family Sharing has also been updated, with more granular control over shared payments and subscriptions. If you share an Apple account with family members, this puts clearer limits on who can spend what, which has been a long-requested fix.
What This Update Actually Represents
iOS 26.4 is Apple doing what it does best when it is not trying to make headlines. Every addition here serves a clear purpose. The AI music features are genuinely useful. The CarPlay improvements address a real safety concern. The small UI fixes accumulate into a noticeably smoother daily experience.
There is no bloat. Nothing feels experimental or half-finished. That discipline is harder to maintain than it looks, especially as operating systems grow more complex with each passing year.
If you have been holding off on updating, this is the one worth installing.
