TheSmallBigIdea ventures into the regional space with TSBI Bharat
MUMBAI: After having successfully led numerous multi-category brands, TheSmallBigIdea has ventured into the regional market with the launch of TSBI Bharat. The aim is to help brands reach the next 100 million digital users.
With the focus pivoting on content localisation across the digital landscape, ‘TSBI Bharat’ will enable brands to engage with audiences more effectively. With brands with linguistic & cultural focus in the heartland and south already on board, TSBI Bharat aims to address the exponentially growing regional audience through the language and platform they are most comfortable in.
With only 20% of the digital audience stating English as their language of comfort and with early adopters contributing to only 42% of the Indian population, the next wave of digital adoption will see languages and platforms that go local displaying radioactive growth.
Speaking on the development, TheSmallBigIdea CEO and co-founder Harikrishnan Pillai said, “TSBI Bharat is a focused attempt at helping brands reach out to the next wave of the digital audience. The next 100 million digital incumbents will find ease in consuming content in the regional language, using neo-social apps that allow them to create and consume local content. We have hired creative strategists with great regional understanding, have trained planners to understand new platforms and we are working closely with clients to craft their regional strategy. It’s great to see brands looking at a ‘Bharat-first’ digital approach to establish a stronger audience connect and drive better outcomes. We have already on-boarded 4 clients in the entertainment and BFSI space. We believe more brands will open up to this in the immediate future.”
With banks and e-commerce portals going regional, films with strong regional undertones succeeding well at the BO, the stupendous growth of regional language video content, growth of digital content consumption from non-metros, the growth of neo-social apps; there are enough indices available to safely predict the mosaic of the Indian digital landscape of the future. TSBI calls this move being future-ready, as they believe the digital audiences in India will demand to be spoken and seen at places they find comfort in.
The services of TSBI Bharat will remain similar to TSBI. TSBI Bharat will operate as a full-service digital-first agency with a service roster that includes Social Media Management, Video Content Production, Digital Media Planning & Buying, Social Listening & ORM services, Augmented & Virtual Reality amongst other ancillary marketing services.