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Mindshare's Anita Karnik joins Sniper as Senior Vice President and Business Head

Prior to this, she was principal partner at Mindshare.

Digital-first communications and content company, The 120 Media Collective has brought in former Mindshare principal partner, Anita Karnik, as senior vice-president and business head for Sniper, the commercials and content production arm of the company.

Mindshare's Anita Karnik joins Sniper as Senior Vice President and Business Head
She takes over from Chahna Rupani, and will report to Roopak Saluja, founder and chief executive officer, The 120 Media Collective. The announcement comes shortly after the appointments of Kaizad Pardiwalla as president, and Abinandan Bose as creative director, for Jack in the Box Worldwide, the company's integrated communications agency. These strategic appointments in The 120 Media Collective's senior management team are central to the company's future plans, and part of its ambitious growth strategy.

Prior to her 15 years with Mindshare, Karnik also worked with Rediffusion Y&R and Lintas. A known figure in the media and advertising industry, she has over 20 years of experience in media and communications management, apart from driving content, activation and entertainment across various sectors including FMCG, consumer durables, financial services and automotive, to name a few.

In her new role, Karnik's focus will be on boosting Sniper's creative and production output for content across platforms, screens, formats and media, while consolidating its position as a leading commercials production company.

Commenting on joining Sniper, she says, "I am delighted to join Sniper, which has always been a front runner (in its erstwhile Bang Bang Film days and thereafter as Sniper itself) in the business of content - spanning commercials and multiscreen content. I look forward to creating some more magic, especially in this 'Lean-in' era."

Speaking on her appointment, Saluja, adds, "The creation of Sniper a couple of years ago, from its antecedent Bang Bang Films, was a prescient move in line with where the industry has now moved to. Anita joins us at the perfect time to capitalise on the seriousness with which brands are viewing content and allocating investments towards video. Her multi-format, multi-platform content experience is bound to prove invaluable while leading Sniper towards market leadership in a fast-evolving space."

The 120 Media Collective aims to be South and South-East Asia's premier communications and content company. Both, Pardiwalla and Karnik, in addition to their respective leadership roles at Jack in the Box and Sniper respectively, will also be responsible for driving integrated output at a 120MC level.

The management committee of The 120 Media Collective now comprises Roopak Saluja - founder and chief executive officer, Heather Gupta - chief talent officer, Shilpa Ambre - chief financial officer, Kaizad Pardiwalla - president, Jack in the Box Worldwide, and Anita Karnik - senior vice president and business head, Sniper.

The 120 Media Collective is a digitally-inclined company that creates, produces and distributes content, engaging with audiences and brands globally across multi-platforms. Declared as the Content Marketing Agency of the Year at the Content Marketing Summit Asia 2015, the company comprises subsidiary brands, Jack in the Box Worldwide (founded in 2009), one of South Asia's leading agency brands in the digital space; Bang Bang Films, a commercials production company, and Sniper (launched in April 2015) that aims to redefine commercials and content production in the digital age.

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