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
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
