Zoho, a global technology company headquartered in Chennai, launched a new ad campaign, 'It Takes Time'. The campaign emphasises the time and dedication it takes to build anything lasting. Through the use of various metaphors, the campaign also highlights Zoho's own journey over three decades to become a global brand trusted by 130+ million users.
The campaign's core message is: 'To build anything that truly lasts, it takes time'. It brings to light Zoho's commitment to building not just software, but also a sustainable way of running a business.
"The general ethos of technology companies has always been to move fast and break things. But we asked, how do you stay the course and build business software for the long term? At Zoho, we chose an unconventional path by taking our time to validate our convictions and building a suite of world-class products. None of this could have happened overnight—it has been a journey of patience and perseverance, and one that required staying true to our beliefs, through all the highs and lows. This campaign is a reflection of our approach towards sustainable growth,” said Praval Singh, VP marketing and customer experience, Zoho.
The campaign was developed by Zoho along with Bombay Locale, an advertising agency. As part of the campaign, Zoho launched a video and website. The campaign will also get a 360 degree adaptation in various mediums, including OOH, print, radio, and digital.
The campaign’s central symbol is a banyan tree, representing longevity. It took Zoho three decades to build its range of products and expertise. There is a banyan tree at Zoho’s Estancia campus in Chennai.
Voiced by scriptwriter, lyricist, and radio storyteller Neelesh Misra, the campaign video makes use of three vehicles to convey its core message of longevity: the city of Varanasi to symbolise the evolution of civilisation and culture, Brihadeeswara temple to highlight toils of craftsmanship over a decade, and telephone and the internet to showcase the evolution of technology over decades.
The campaign shows that Zoho’s success comes from time and consistent investment in R&D. Being bootstrapped allowed Zoho to build its own tech stack and take unique steps, such as starting a product company in India when services were popular, opening offices in villages instead of cities, and creating a training program as an alternative to college.
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