Brands need to write compelling stories as upcoming privacy regulations will make it harder for consumers to target digital media, said Harikrishnan Pillai, CEO and Co-Founder of The Small Big Idea (TSBI)
“Content and ideas will win over marketers” Priority and less importance is given to performance marketing. he said.
Speaking of the trends that will dominate this year, he said that gaming will be the next big thing when it comes to finding new consumers. “
Regionalization, content marketing, and indigenous influencers will also see tremendous adaptability in the marketing strategy of brands. Every brand will start to become a content producer, “he said
Pillai said that despite the Covid-19 pandemic, his agency is expected to grow 50% in the current fiscal year
â ???? We will close the year with 50% more than last year. The agency has gained about 55 accounts in the past few months, “he said
He said 20% of the agency’s social media revenue comes from TSBI Bharat. TSBI Bharat has clients in the Bihar, Punjab and Maharashtra regions, where it works for regional content players and brands. Pillai said the Hindi requirements for brands had tightened.
“We work for non-media brands that are big in the region,” said Pillai
He said the company also expects 55-60% growth in the next fiscal year
“While we continue to be dominated by media and entertainment and continue to grow this year, we will be focusing heavily on e-commerce and consumer goods,” he said
TSBI currently has six brands in e-commerce. “We have a range of services to offer to e-commerce brands and platforms,” Pillai said.
For Bharat, we will address many regional customers. We want to become a full film marketing department. We will soon be a single point of contact for most of our customers. There is a power to become holistic. Said Pillai.
According to Pillai, the agency’s focus is on maintaining the current business, growing and expanding the E-Comm and Bharat businesses. “We will create a strong e-commerce and holistic marketing department.”
Our studio business is very important to us too. We shot around 55 video / commercials in 2020. We want to work hard in the film and marketing department. shared Pillai.
Pillai said technology expertise will be another major focus of the agency in 2021.
The agency has clients from television channels, production houses, OTT platforms, films, the banking sector and e-commerce.
“Our long-term competition is with media technology companies, and short-term competitors are advertising agencies,” Pillai said.
According to Pillai, TSBI launched its regional services about two years ago, which gives the agency an edge in the industry. “TSBI Bharat has talents who understand how a region behaves and understand these markets.”
Speaking about the impact of the lockdown on the agency’s business, Pillai said, “The first quarter of 2020 had an impact on our business as there were interest rate cuts on services and no shootouts.” the M&E sector.
He said the agency’s business picked up from the second quarter. Much of the business came from e-commerce as many brands turned to digital marketing and reached out to consumers for their products and services.
According to Pillai, developer-based marketing became very popular during the lockdown. Production value reduced and creator value increased. Our studio and creator business has grown. The international markets started doing us business and we got customers from the US and the Middle East, “he said
Pillai said the companies the agency works with are very robust. “Our range of customers and services over the past few years has helped us.”
When asked if he would like to be part of the network agency’s ecosystem, Pillai said, “We don’t have such ambitions right now.” We like the freedom to choose our customers and the work we do. I think that won’t be possible when we are part of a network. But when we see our goals aligned with a larger agency, we don’t mind being part of it.