MAM
Glitch launches its new age content division Flux@The Glitch
MUMBAI: Glitch, the Digital first creative agency (an independent brand under GroupM), has launched Flux@The Glitch, a specialized 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 & business for Flux and will report to Varun Duggirala, Content Chief @The Glitch.
Flux@The Glitch will have two distinct verticals to service the content requirements of clients.
Creator Lab will be an unique incubator for content creators, brands and platform partners or in short, Tinder for branded content. Content Studio & 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.
Speaking on the launch Content chief @The Glitch, Varun Duggirala said,
“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 added,
“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.”
Over the last 8+ years 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.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
