Zoho, the Chennai‑headquartered global technology company, has launched its new brand campaign titled “It Takes Time”, reflecting on the dedication and patience required to build enduring products and businesses. The campaign underscores Zoho’s own 30‑year journey-from bootstrapped beginnings to serving over 130 million users worldwide.

Key Campaign Highlights

• Core Message: “To build anything that truly lasts, it takes time.” The messaging conveys Zoho’s philosophy of long-term, sustainable development rather than rapid tech disruption.
• Creative Concept: Developed in collaboration with Bombay Locale, the campaign employs powerful metaphors:
  • A banyan tree, echoing longevity and referencing Zoho’s Estancia campus in Chennai
  • The city of Varanasi, signifying cultural and civilizational evolution
  • The Brihadeeswara temple, highlighting craftsmanship built over decades
  • The progression from landlines to the internet, illustrating technological maturation
  • Narration by Neelesh Misra, evoking emotion, craftsmanship, and purpose
• Channel Rollout: A flagship video and microsite serve as campaign cornerstones. The message will be extended through a 360° multimedia rollout, spanning OOH, print, radio, digital, and social platforms.

Praval Singh, VP – Marketing & Customer Experience, Zoho:
“We asked how to stay the course and build business software for the long term. We chose an unconventional path-validating our convictions patiently and building world-class products over time. This campaign reflects our ethos of sustainable growth.”

Strategic Rationale

By spotlighting time, perseverance, and principled progress, Zoho positions itself in contrast to the common “move fast and break things” mindset. The campaign reinforces:

• Long-term investment in R&D and innovation
• Independence via bootstrapped funding, enabling control over its technology stack
• Decisions rooted in social value-e.g., offices in villages, and training academies instead of traditional college recruitment