With the rapid growth in regional language users online, TheSmallBigIdea, a full service digital agency, sensed a strong need for the digital space to become more diverse in terms of language way back in November 2019. TheSmallBigIdea launched ‘TSBI Bharat’ in November 2019, with an aim to sharpen their approach towards leveraging the multilingual digital opportunity. It has pushed brands to create content in regional languages using neo-social apps to allow audiences to further consume local content.
With focus on content localization across the digital landscape, TSBI Bharat has enabled brands to engage with audiences more effectively. The agency has been successful in addressing the growing regional audience through the language and platform they are most comfortable in and will continue to address and push clients to create local content for users coming in from Tier II and Tier III cities.
Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea in conversation with medianews4u on TSBI’s Bharat venture and way forward in 2021.
The pandemic saw a huge surge in the digital space, your thoughts?
Digital usage surge was in the pipeline which further got accelerated by the pandemic. Brands and agencies who were equipped got on the ship and rode the wave while some others had to hurry or are still struggling. It is a crucial period for brands and agencies alike. For example, we saw a huge surge in e-commerce business coming our way during the pandemic. First-quarter did leave an impact on our businesses due to rate slashing of services, but second-quarter onwards, business started to pick up well. Along with E-commerce, creator-based marketing also gained popularity. While the production value reduced, creator value increased which in turn increased our studio and creator-based business.
‘TSBI Bharat’ you’re thoughts on this and your strategy to localize content as per the region, language and culture?
TSBI Bharat was launched in November 2019 with an intention to help regional and national brands targeting regional audiences in the language they are most comfortable in. Our strategy is simple. We hired cultural experts from local markets and they are placed there as they service the brand. Our strong research and analytics wing supplies primary and secondary data to the Bharat team which is merged for solid storytelling. Currently 20% of our social media revenue is generated from ‘TSBI Bharat’. With clients from Bihar, Punjab and Maharashtra, the requirement for content in Hindi language has become sharper for brands. We are also working for non-media brands who are big players in the regional space. Today, we have a diverse workforce coming from all parts of the country with great talent which gives everyone an edge.
What are the new innovations you are now seeing post the pandemic?
The trends are more or less the same, irrespective of the pandemic. Regionalization, content marketing and homegrown influencers will continue to trend. Every brand is going to become a content producer. Brands and agencies will look at creating compelling stories because data privacy will become important and sharp targeting will become difficult. Content and ideas will become the hero again while performance marketing goes lower. Gaming will become the next big thing as far as finding new consumers are concerned.
What will be your communication strategy for your clients now?
The businesses we work with are very robust. We will form a strong division in e-commerce to create holistic marketing. Speed, Price, Idea, Connect and Evaluation are the five pillars of TSBI which will add SPICE to a brand’s business.
What would TSBI Focus be in 2021?
In 2021, we aim to grow our business by 55-60%. Tech is going to be the next big focus area for us this year. We will be launching a very interesting mar-tech solution mid of 2021. While Media and Entertainment remains to be a dominant part for us which will continue to grow, e-commerce and consumer products are something that we are focusing on. With six brands already in the e-commerce space, we have a bouquet of services required for e-commerce brands and platforms. Despite the pandemic hit, we will look at regaining clients in the tourism and sports sector. For TSBI Bharat, with the growth of regional content, numerous regional clients will come our way. We are pegging ourselves to become a full marketing division for films since we are already into social media and other marketing initiatives like trailers and posters for them.
