Roopak Saluja launches new production model

Called Sniper, it is a subsidiary of digital company The 120 Media Collective.

Media entrepreneur Roopak Saluja, who founded The 120 Media Collective, has announced the launch of a production model called Sniper.

The venture will combine the best of the big-budget, high production values model of Bang Bang Films, coupled with the company's flexible digital content production model. 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, states an official statement from the company.

Commenting on the launch, Saluja, founder and chief executive officer, The 120 Media Collective, says, "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."

Saluja says that in the changing scenario, brands need effective distribution strategies that integrate earned, shared and paid media.

"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," he further adds.

The 120 Media Collective is a digitally-focussed company that creates and distributes multi-platform content for audiences and brands globally. The company has two other subsidiary brands, Jack in the Box Worldwide, a digital agency, and Bang Bang Films, a commercials production company.