The 120 Media Collective, a digitally-inclined company founded by media entrepreneur, Roopak Saluja, that creates and distributes content for audiences and brands across multiple platforms, recently announced the launch of Sniper, a brand that aims to redefine commercials and content production by providing agile production and effective amplification to meet the rapidly changing needs of today’s marketing paradigm and evolving content models.

The launch of Sniper stems from the need for a new hybrid entity that combines the best of the big-budget, high production values model of Bang Bang Films coupled with the company’s lean and flexible digital content production model that has seen tremendous success over the past 24 months.  Sniper will produce TV commercials, as well as long, short and mid-form content and also see it through to amplification across social platforms and paid digital media, where applicable.

Commenting on the launch, Roopak Saluja, Founder & Chief Executive Officer, The 120 Media Collective, said, “At The 120 Media Collective, we believe staunchly that content is king but also that distribution is god.  Video has become par for the course for brands, advertisers, media and publishers alike. The TV commercial as we’ve known it is no longer the only show in town and with new platforms mushrooming and the evolution of consumption habits, we’re seeing the emergence of a range of video types- long, short and mid form. With multiple pieces of content produced by a brand in a year, the shelf life of each piece of content goes down and consequently the willingness, ability and propensity to spend on each of them decreases.”

“In the old paradigm, once a commercial was produced, it was left to paid media to broadcast.  Now, for optimal results, depending on content type and audience, innovative distribution strategies that integrate earned, shared and paid media must be implemented.Taking all of this into consideration, it’s clear that the production business is ripe for disruption.  We’ve done it before with Bang Bang Films and for the second time in five years, we intend to lead that disruption again.” added Roopak.

The tagline - “Lean. Agile. Amplified.” clearly highlights the unique offering that Sniper brings to the market.  “Lean” as the evolved needs of brands and publishers demands a lean, efficient and cost-effective approach to production; “Agile” indicates that by bringing together the best of Bang Bang Films with elements of the digital production model, Sniper has the agility to produce both content and commercials, deliverables with a budget range from Rs. 30,000 to 3 Crore (and beyond) and  “Amplified” refers to the amplification capabilities that come from the fact that this is same company that has dozens of global awards for the success of Kolaveri and several other social media campaigns over the years.