How Zoho cracked global markets with 3 iconic marketing campaigns

From a tiny godown tucked away in Chennai’s Velachery to becoming a global SaaS powerhouse—Zoho's transformation is an entrepreneurial fairy tale.

Behind its global success and unmistakable visual identity stands Raffic Aslam, former Creative Director at Zoho. Aslam recently joined the Prime Venture Partners (PVP) Podcast, unraveling remarkable anecdotes and insightful lessons from his two-decade journey shaping Zoho’s identity.

Here are five compelling insights from his story.

The pantry conversation that built a global logo

Few know that Zoho’s vibrant, globally recognised logo was born in just 15 seconds. As Aslam recalls, the initial design was casually approved by founder Sridhar Vembu in a pantry encounter.

“I just showed him, ‘Sridhar, this is the logo I’m proposing for Zoho.’ He looked up briefly, nodded, and said, ‘Looks nice, go ahead.’”

That spontaneous moment gave birth to a logo that has stood the test of time and instantly differentiated Zoho from other tech giants, leveraging simplicity and primary colours to create brand recall and significantly reduce marketing spend.

Branding vs. Marketing: Dispelling the myths

One powerful insight, Aslam shares, challenges how startups perceive branding. “Branding isn’t about spending millions on ad campaigns,” he emphasises. Instead, he defines branding as authentic storytelling, understanding one's core identity, and communicating unique convictions clearly to customers.

Aslam urges startups to stick fiercely to their initial promises and narratives: “If your conviction is simplicity, stay true to that. Branding builds gradually, and when paired correctly with strategic performance marketing, costs go down—not up.”

The UAE Campaign: Targeting with surgical precision

When Zoho sought expansion in the Middle East, it started with Dubai. A creative challenge arose—making an impact without overspending in a hyper-expensive media market. Aslam and his team, after deep research and on-ground data collection, pinpointed a crucial audience: the accountants in Dubai, a significant majority of whom were Indian expats, predominantly Malayalis. Their campaign featured a relatable Malayali character ‘Kutty’, instantly resonating deeply with the target audience.

Aslam says, “We didn't spend recklessly; we chose our audience, crafted a character they connected with, and invested efficiently.” This precise targeting opened a critical regional market for Zoho, a perfect playbook example for startups on audience-focused campaigns. Today, the Middle East is the fastest-growing market for Zoho, he proudly shares how this campaign opened numerous doors to enable invaluable growth.

The Power of Authenticity: ‘Made in India, Made for the World’

Zoho’s iconic ‘Made in India, Made for the World’ campaign beautifully illustrated how authenticity can dramatically elevate brand perception. Drawing inspiration from founder Sridhar Vembu’s poignant words—"Software is a craft”—Aslam created a campaign that vividly aligned Zoho’s software with the artistry of Indian craftsmen.

To ensure authenticity, they showcased real artisans and chose legendary filmmaker Shekhar Kapur for the voiceover, linking his international journey as a creative Indian to Zoho’s global aspirations.

“It had to be genuine, real, emotional. Authenticity can't be faked,” Aslam underscores. This campaign not only reshaped Zoho’s public image but also deeply resonated across cultures, showcasing that global presence doesn’t require diluting one's roots.

The genius behind Zoho’s ‘Super Bowl’ moment

How did Zoho, a company built on frugality, manage to make an appearance during America's most expensive advertising event—the Super Bowl? Aslam shares a savvy, behind-the-scenes strategy: “Instead of spending millions for traditional TV spots, we utilised cost-effective digital OTT platforms, securing multiple slots at a fraction of the price.”

Zoho’s clever media buying not only fulfilled Sridhar Vembu’s aspirational goal but underscored Aslam’s strong belief that marketing should be deeply integrated internally rather than outsourced—"If you want deep market insights and budget efficiency, marketing must be core to your business.”

Celebrating Roots: Zoho’s distinct cultural identity

A striking visual image emerged from Zoho's public appearances: global conferences where Zoho’s representatives stood uniquely clad in black kurtas amidst a sea of business suits. Aslam deliberately fostered this powerful cultural statement—initially met with internal resistance. But this unique presentation quickly became synonymous with Zoho's brand.

He advises startups to proudly embrace their cultural roots: “Your unique origin is an asset, not a limitation. Let it shape your narrative authentically.”

This cultural authenticity became synonymous with Zoho’s global identity. Aslam shares another fascinating anecdote: “Even the event giveaways celebrated Indian craftsmanship—handmade notebooks and neem pencils. People were actually smelling neem pencils at our stalls, intrigued and emotionally connected. Authenticity creates memorability.”

Leadership lessons from Sridhar Vembu

Closing with insights from his experience working directly with Sridhar Vembu, Aslam emphasises critical leadership traits that startups can emulate. He describes Vembu as a visionary who remains neutral amidst success or failure, places tremendous trust in his team, and maintains exceptional humility and accessibility.

Aslam concludes, “Sridhar’s simplicity and approachability empowered us deeply. These aren’t just leadership traits—they’re life lessons.”

Why should you watch/listen to this Podcast Episode?

This conversation is more than just marketing advice; it’s a narrative packed with actionable strategies, powerful anecdotes, and inspiration. Aslam brings alive how simplicity, authenticity, strategic marketing, and cultural pride helped transform a modest Chennai-based startup into a global giant.

For every entrepreneur, especially those navigating the challenging yet exciting waters of B2B SaaS, Aslam’s story offers profound wisdom and practical frameworks—reason enough to listen in full to this riveting podcast episode with Prime Venture Partners.

Timestamps:

00:00 – Introduction

03:15 – The birth of the Zoho logo

07:30 – Why simplicity & color made the logo unforgettable

09:37 – Branding vs. Performance Marketing

15:25 – Campaign 1: UAE VAT Campaign – Meet “Kutty”

21:45 – Lessons from targeting expat accountants

24:02 – Campaign 2: Made in India, Made for the World

28:00 – Building pride in Indian-built software

31:55 – Campaign 3: Zoho’s Super Bowl Ad Strategy

36:10 – How Zoho kept it frugal but memorable

39:00 – Branding advice for SaaS founders

42:20 – Final takeaways for startup marketers