What happens when creativity meets sharp market insight?

In this episode, Raffic Aslam (ex-Creative Director at Zoho) breaks down the 3 campaigns that defined Zoho’s global marketing playbook:

1️⃣UAE VAT Campaign – A masterclass in cultural targeting that unlocked a new market via a single character: Kutty, the Malayali accountant.
2️⃣ Made in India for the World – A bold declaration of Indian innovation for a global SaaS audience.
3️⃣Super Bowl Ads – Frugal but fierce, this campaign helped Zoho stand out in a sea of enterprise giants.

⏱ Timestamps

00:00 – Introduction

02:15 – The birth of the Zoho logo

06:30 – Why simplicity & color made the logo unforgettable

08:37 – Branding vs. Performance Marketing

14:25 – Campaign 1: UAE VAT Campaign – Meet “Kutty”

20:45 – Lessons from targeting expat accountants

23:02 – Campaign 2: Made in India, Made for the World

27:00 – Building pride in Indian-built software

30:55 – Campaign 3: Zoho’s Super Bowl Ad Strategy

35:10 – How Zoho kept it frugal but memorable

38:00 – Branding advice for SaaS founders

41:20 – Final takeaways for startup marketers

💡 Top Takeaways for Founders & Marketers:
✔️ Go deep, not broad: Hyperlocal targeting can unlock massive markets
✔️ Your logo is a strategy: Visual identity drives brand recall & lowers CAC
✔️ Brand building ≠ media spend: Authentic storytelling beats big budgets

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🎙 Hosted by Jerome Manuel, Head of Community at PrimeVP

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