Zoho, the Chennai-headquartered global technology company, has unveiled a powerful new ad campaign titled ‘It Takes Time’ to commemorate its remarkable 30-year journey. The campaign underlines Zoho’s philosophy of patience and perseverance, celebrating the decades it has invested in building software solutions trusted by over 130 million users worldwide.
Zoho: A Campaign Rooted in Symbolism
At the heart of the campaign is the banyan tree, a timeless symbol of longevity and resilience. This metaphor beautifully captures Zoho’s own slow and steady evolution from a startup in India to a globally respected tech powerhouse. Fittingly, a sprawling banyan tree stands on Zoho’s Estancia campus in Chennai—a living testament to the company’s growth.
Three Powerful Metaphors
Narrated by celebrated storyteller Neelesh Misra, the campaign video creatively employs three evocative symbols to reinforce its message:
- Varanasi, the world’s oldest living city, representing the evolution of civilisation and culture.
- Brihadeeswara Temple, showcasing the decade-long dedication of master craftsmen.
- Telephone and Internet, chronicling the transformation of communication technology over time.
Together, these metaphors paint a vivid picture of how meaningful progress is always a product of time and dedication.
A 360-Degree Campaign Rollout
The ‘It Takes Time’ campaign was conceptualised and executed by Zoho in collaboration with advertising agency Bombay Locale. The campaign includes a video and a dedicated website, and will see a full 360-degree rollout across out-of-home (OOH), print, radio, and digital platforms—ensuring the message reaches audiences across multiple touchpoints.
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Zoho’s Unconventional Path
Zoho’s success story is unique. By staying bootstrapped, it resisted the pressure to chase fast growth at the cost of long-term sustainability. Instead, the company invested in building its own technology stack, launched a product company in India when the industry focused on services, opened offices in rural areas instead of metros, and even created Zoho Schools—a training initiative to provide an alternative to college education.
As Praval Singh, VP of Marketing and Customer Experience at Zoho, explained:
“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.”
Closing Thoughts
Zoho’s ‘It Takes Time’ campaign is more than just an advertisement—it’s a powerful reminder that patience, perseverance, and unwavering commitment are essential ingredients to build anything truly meaningful and lasting. By celebrating its own three-decade journey, Zoho inspires entrepreneurs and businesses everywhere to think beyond short-term wins and invest in sustainable growth.
