B2B Video Library

Zoho | Stay on top of your accounting just like Mr. Kutty

In this ad, Mr. Kutty, a CFO, gets an urgent accounting call just as he’s about to paraglide. Without missing a beat, he solves the issue on his phone using Zoho Books. Then, he takes off and enjoys his adventure. The message is clear: you can manage your business from anywhere.

The Formula (That Works at Any Budget)

Tense Moment + Quick Fix = Instant Attention
The ad opens with stress and quickly shifts to resolution. This keeps viewers engaged from the first second.
→ Lesson: Use strong contrast to hook your audience fast.

Real Business Problem + Mobile App = Practical Solution
Mr. Kutty handles accounting on the go with Zoho Books.
→ Lesson: Show your product solving real problems in real time.

Adventure + Work Flexibility = Relatable Life
Work and life blend smoothly, without stress or disruption.
→ Lesson: Highlight how your product supports freedom and productivity.

Humor Breakdown

The humor is entirely visual. A serious phone call turns into a fun moment with a simple tap. No dialogue is needed.

→ Lesson: Visual humor works well when it’s simple and surprising.

Final Verdict

Zoho’s ad is clear, fun, and relatable. It shows how Zoho Books empowers professionals to manage accounting from anywhere—no stress, no delays. It’s a strong example of product-led storytelling done right.

BRAVE-o-meter Score:
B-8 | R-9 | A-8 | V-8 | E-8
BRAVE – 8.2/10

Watch the full ad & learn more:
Website: zoho.com
LinkedIn: Zoho on LinkedIn

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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