TSBI Digital Targets Non-Media Growth and Saudi Expansion by 2025

After establishing an office in Dubai, TheSmallBigIdea plans to turn its direction towards further expansion sites such as Saudi Arabia, the MENA region, and Indonesia, in the coming year of 2025.

As part of its three-year plan to become a global agency by its 10th anniversary, TSBI Digital is expanding beyond Mumbai, Ahmedabad, and Bengaluru with new offices in India. While historically strong in media and entertainment, generating 80 percent of revenue from this sector, the agency now has a balanced 50-50 revenue split between media and brands, without a drop in media revenue. And the agency had always been strong in servicing media and entertainment clients-from broadcast to OTT, music to sports, and films.

Harikrishnan Pillai, CEO and co-founder, along with Manish Solanki, COO and co-founder of the agency, discuss the agency's international expansion plans and its business diversification strategy.

“For the next three years, the plan remains to aim for 2x growth annually, building on this strong start,” Pillai says.

Currently, the international business is small, contributing less than 10 percent. However, the Dubai venture, which began this year, has made a significant impact, with collaborations with brands like Dabur and Dubai Tourism helping to expand its global presence.

Pillai says clients in the Middle East often stress a "Saudi-first" approach, urging the agency to "think Arabic, think Saudi." To expand in Saudi, the agency is focusing on two key strategies: talent and technology.

Further, “First, we're integrating local talent to enhance our regional relevance. Alongside Indian professionals, we now have team members from Egypt and Syria, which broadens our cultural and creative insights. Second, we're introducing technology as a critical growth driver. While creativity remains essential, the substantial investment in technology by Saudi businesses is a significant opportunity. We're focusing on both building and representing technological solutions to meet their needs,” he says.

The agency aims to be a one-stop shop in Saudi, not just a digital or social agency. With lean teams and relationship-driven decisions, clients trust the agency to meet all their needs. Currently, demand is strongest in creative, video production, and influencer marketing, with media services playing a smaller role, though Pillai expects this to change soon.

“Many of our non-media clients today seek holistic services. That said, there are multiple entry points—we've positioned ourselves as creative, e-commerce, tech, marketing, and influencer agencies. Over time, we anticipate a natural consolidation of services in these markets,” Pillai says.

The client portfolio in Dubai is diverse and well-balanced, featuring Indian brands like Dabur, international companies such as a Netherlands-based brand expanding in Dubai, and Arabic entities like Dubai Tourism.

“Each brand we work with has unique service needs. For Dubai Tourism, we focus on performance and influencer marketing. With the Netherlands-based brand, we're handling the brand launch. For Dabur, we manage trade, internal communications, and social communication,” says Solanki.

TSBI Digital is expanding its non-media portfolio, including performance marketing, creative narratives, and studios, while investing in AI to leverage emerging trends. With a projected 63 percent  growth this year, the agency has seen exceptional performance in media, studio, and influencer sectors, particularly in performance marketing and studio operations.

The agency has produced numerous ad films and handled e-commerce projects. Its revenue breakdown is as follows: 50 percent from social engagement, 20 percent from media and performance marketing, 15 percent from studios, and 15 percent from influencer marketing.