Mohammed Raffic Aslam TM
Creative Director
Years with Zoho
Years with Zoho
What did you want to be while growing up?
I don't plan much; I take things up as they come my way.
Your go-to comfort food?
Anything and everything that tastes good. I prefer local cuisine or street food over fine dining.
A leader that inspires you?
David Ogilvy and AR Rahman.
Describe your current role in the organization.
This is my 21st year at Zoho. I am responsible for global branding (advertising and media). I manage 50+ Zoho websites, and closely work with different regional teams, strategizing and executing digital campaigns that help create awareness and demand for the brand.
What role does Zoho’s company culture play in your identity and the work that you do?
No matter how challenging and mammoth the task is, the leadership/management places immense trust in its people to execute the task. Past failures are not exaggerated or remembered, so this gives me and others a freewheel for execution and great responsibility while not letting down people who have entrusted you.
Is there a project or an accomplishment at Zoho you’re proud of?
There are a few memorable moments or projects that I can recall:
VAT campaign for UAE
I had no idea about the market and the audience before this campaign, and we just had four weeks for planning and buying. After seeing the results and the impact the campaign created amongst the Indian diaspora (whom we specifically targeted) in the region, I must say that I am super happy and proud of my team!
Superbowl ad
This was quite an achievement (done quietly). When brands spent millions of dollars for a 10-second spot, we executed the spot for a few hundred dollars. Don’t ask me how! 🤭
Zoho Creator Product UI Design for Zoho Creator on CSS
This was the time when the industry and the company were transitioning from table to table-less layouts. Even CSS was relatively new and evolving in the market. This was quite a challenging task to execute, being a non-techie, but I did it.
PPC Advertising
Achieved the goal of a 10% conversion rate (unimaginable now and even then) that we set for ourselves. We consistently achieved this number for consecutive months. This was the period when I had a chance to understand the subtle nuances of structuring and restructuring the campaigns to achieve the desired goal.
What are your hobbies or favorite activities outside of work?
I regularly pray and I think that helps me keep myself detached from success, failure, and any regrets.
Words of Wisdom
Be curious.
Be honest with yourself.