Sooperfly and Vivek Law to launch digital content brand

The video-first brand will target audiences seeking financial advice and insights.

New media company Sooperfly, will foray into personal finance through a joint venture with senior business journalist Vivek Law.

Sooperfly will soon launch a multi-platform, multi-format online brand that will be present across multiple social and other digital platforms, targeting audiences seeking financial advice and insights.

An official statement says that the video-first brand aims to redefine the genre and garner new audiences through 'friendlier programming'. A mix of Hindi and English, the content line-up will feature primarily bite-sized content, details of which shall be made available later this quarter. The partnership will be set in motion with content around the upcoming union budget, especially for the young investor.

Vivek Law, who is a senior business and finance journalist, and the former editor of Bloomberg TV India, recently quit as editor, business, at the TV Today Network. Commenting on his digital debut, he says "I have been passionate about personal finance and financial literacy and I do believe this venture will help reach out to audiences that are increasingly consuming information through digital, instead of conventional platforms."

Sooperfly was founded in 2015 by media entrepreneur, Roopak Saluja, who is also founder and chief executive officer of The 120 Media Collective. The latter is a diversified content and communications Group that includes the digital agency Jack in the Box Worldwide, as well as production companies Sniper and Bang Bang Films.

On the new venture, Saluja says, "Personal finance or money management is a high priority focus area for online Indians everywhere, yet it's also a subject which intimidates many. Expertise and credibility must empower solutions to this problem. Law embodies both qualities in the superlative, and we share a common vision of how to build a sustainable business in resolving this pain point."

Sooperfly builds direct-to-audiences content brands with a repertoire that includes music, comedy, beauty, fashion, sports, education, technology, the performing arts and more.