TSBI Plans Global Expansion: Saudi Arabia, MENA, and Indonesia
TSBI Digital Expands to Saudi Arabia, MENA, and Indonesia, Diversifying Revenue Streams, Emphasizing Talent, Technology, and Holistic Services for Global and Local Growth
sheetal
After establishing its presence in Dubai, digital agency TheSmallBigIdea (TSBI) is setting its sights on Saudi Arabia, the MENA region, and Indonesia for expansion in 2025. This marks a critical step in its three-year vision to evolve into an India-born global agency, a plan initiated on its 10th anniversary. Domestically, TSBI also plans to open offices in Ahmedabad and Bengaluru, expanding beyond its Mumbai base.
TSBI has made notable strides in diversifying its revenue streams. Historically reliant on media and entertainment clients, the agency has achieved a balanced 50-50 revenue mix this year without diminishing its media sector performance.
Harikrishnan Pillai, CEO, and Manish Solanki, COO, shared their ambitious vision with afaqs!. Despite starting small, the agency's global business has already exceeded expectations, achieving 3x growth instead of the planned 2x. For the next three years, TSBI aims to sustain 2x annual growth.
Saudi Arabia is central to its Middle East strategy, driven by a "Saudi-first" approach. To establish regional relevance, TSBI is:
- Hiring local talent from regions like Egypt and Syria to complement its Indian team.
- Integrating technology into creative processes to meet the growing tech demands of Saudi businesses.
The agency aspires to be a one-stop shop in Saudi, offering creative, video production, and influencer marketingsolutions. While media services currently play a smaller role, this is expected to evolve as holistic service demands grow.
In Dubai, TSBI has successfully collaborated with Indian brands like Dabur and global clients like Dubai Tourism and a Netherlands-based brand. Each project demonstrates its diverse capabilities, from performance marketing and influencer campaigns to end-to-end creative solutions.
TSBI's non-media growth is also a priority, with increased focus on performance marketing, studio operations, and AI integration. Recent campaigns, like its work with GSK, highlight its ability to deliver comprehensive solutions, including ad production and mainline communication.
As it invests in technological advancements, TSBI is leveraging emerging tools like Soro to enhance efficiency and innovation. Midway through 2024, the agency is on track for 63% year-over-year growth, driven by its thriving creative, media, and e-commerce divisions.
With a balanced 50% revenue from social engagement, 20% from performance marketing, and the rest split between studios and influencers, TSBI continues to build a foundation for sustained success in global markets.
