MUMBAI: The 120 Media Collective and Sooperfly founder & CEO Roopak Saluja will present a session on “Content is King. Distribution is God!” at Adfest 2016.

Saluja’s session will examine whether the distribution, monetisation, engagement and promotion of content deserves more focus.

“The wisdom of investing not just in content but in platform creation and longer-term audience building is rapidly striking brands the world over. As we navigate the flux, new business models evolve and hybrid organisations emerge, ones that allow for the building of content brands direct-to-audiences,” says Saluja.

“During my session at Adfest, I’d like to take the audience on a journey to help them see how distribution is emerging as the battleground for engagement. The lines have blurred between platforms and screens, bringing creators and audiences closer together than ever before,” he added.

After beginning his career in account management at Young & Rubicam Budapest, Saluja became an entrepreneur in 2006 with the launch of Bang Bang Films. Post that he launched two other subsidiaries – Jack in the Box Worldwide and Sniper, which now form The 120 Media Collective. Most recently, he launched Sooperfly, a new media company that empowers Asia's digital video ecosystem by building content brands direct-to-audiences.

“Roopak has successfully switched from advertising to entrepreneurialism and is now leading one of India’s fastest growing content production companies. I think delegates at Adfest this year will learn so much from his session about the art of blurring the lines between communications, entertainment and technology,” said Adfest president Jimmy Lam.

Saluja’s session will be held on 17 March. Adfest 2016 will be held from 16 to 19 March at the Royal Cliff Hotels Group in Pattaya, Thailand.