MAM
The 120 Media Collective to redefine commercials, content production with Sniper
MUMBAI: 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, announces today 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. The onus is on us at The 120 Media Collective, given we’re the only entity in Asia that houses high-end film production capabilities and best-in-class digital marketing resources under the same roof,” 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 30,000 INR 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.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
