Pune to Malaysia and beyond: DViO Digital's Multi-Country Strategy

DViO Digital, a digital marketing agency headquartered in Pune, is all set to launch in Malaysia in 2018. The agency already has an office in Dubai and serves the Middle-East and Africa markets from this strategic location.

“From Malaysia the agency will scout for business from the South East Asia market. After Malaysia, we wish to explore the Indonesian market as well,” says Sowmya Iyer, founder & CEO DViO Digital. In 11 years, Iyer has grown her agency initially Xebec Digital (rebranded in 2017 to DViO Digital) into one with a turnover of Rs 30 cr. As of now 30 per cent of the agency's revenue comes from the Dubai region, Iyer says.

Keen on expanding into multiple international markets Iyer says while the idea of being acquired is tempting, her agency is not on the market for an acquisition. “Why sell out if you can buy others,” she said. From Canada in the Western hemisphere to Australia in the Southern hemisphere, Iyer is set to expand across the globe. “Some of these moves will be opportunistic while others will be strategic,” she notes. Eastern Europe which also has great potential is also on her radar she says.

Iyer’s vision is to be an independent agency that is a unique mix of creative, technology and digital. The digital agency she envisages will emulate the IT company model which can function independently. Iyer wants to create cutting-edge technology and digital driven creative campaigns. This she believes can be done right from Pune as she embarks on a multi-country journey.

The agency will continue to be headquartered in Pune where she wants to create a “lab like environment for virality.” DViO Digital’s social media campaigns have been viral blockbusters. The Game of Thrones filter that created a mash-up of a user’s image with a GOT character was a superhit among fans of the show. What was a simple case of “photoshopping” turned into a scalable solution that would apply a filter over a user’s image in less than a minute.

Star TV, Gaana.com, Reliance Capital, IPL teams, Intex, Cox and Kings and Hero Group’s various businesses are all clients of DViO in India. In UAE – key clients include Aldo, Birkenstock, Lulu Hypermarket and brands from the house of Landmark Group.