Company: Zero Gravity Communications
Industry: Advertising & Marketing
Size: 100-200 employees
Location: Ahmedabad and Mumbai, India
Partner: Addrs Labs
About Zero Gravity Communications
Zero Gravity Communications is a full-service integrated marketing agency founded in 2014, based in Ahmedabad and Mumbai, India. As one of India’s fastest-growing branding and advertising agencies, they call themselves “#theideapeople” who address business communication challenges and design plans that bring brands and their purposes together.
Zero Gravity Communications transformed their operational efficiency and cross-functional collaboration, establishing a culture of ownership and accountability while enabling them to scale operations and maintain their position as one of India’s fastest-growing advertising agencies.
Challenges
- Limited visibility into project progress and workload balance, often leading to missed deadlines and team burnout
- Inefficient cross-team coordination and management of inter-functional dependencies, with manual task allocation and workload management handled by individual team leads through spreadsheets or direct conversations
- Lack of centralized visibility and coordination as the team grew, making it difficult to maintain consistency, track progress in real-time, and identify resource bottlenecks
Solution
- Centralized all project and task management in Asana as their hub, with every task created with clear due dates, assigned ownership, and tracked through completion with regular status updates and time logging
- Implemented standardized processes with reusable templates, intelligent automations, and customized reporting dashboards, making day-to-day use intuitive, efficient, and aligned across teams
- Established full transparency into timelines, task dependencies, and team responsibilities through portfolios and workload features, enabling leadership to monitor progress, spot potential roadblocks early, and make informed decisions
Outcome
- Introduced structure and clarity with all projects, tasks, deadlines, and responsibilities clearly mapped out in one centralized platform, giving team members shared understanding of priorities and expectations
- Significantly improved cross-functional visibility, enabling teams to easily track progress, dependencies, and timelines without chasing updates or relying on fragmented communication
- Cultivated a culture of ownership and accountability with balanced, data-driven workload management and real-time collaboration features
Asana for Project Management
Zero Gravity Communications needed a scalable way to manage work across their cross- functional departments as they grew from a small startup to one of India’s fastest-growing advertising agencies. Before Asana, project management, task allocation, and workload management were handled manually by individual team leads through spreadsheets or direct conversations. This decentralized approach made it difficult to maintain consistency, track progress in real-time, and identify resource bottlenecks. As the team expanded, the lack of centralized visibility led to missed deadlines, duplicated efforts, and team burnout.
The transformation came when ZGC adopted Asana as their centralized hub for all project and task management. Now, instead of fragmented communication and manual coordination, the entire organization operates from a single source of truth with clear ownership and shared visibility across all departments.
Centralized task and project coordination
- Every task is created with a clear due date, assigned ownership, and tracked through to completion with regular status updates and time logging
- Gantt charts are used for project planning and onboarding, giving teams a visual roadmap for work ahead
- Meeting minutes, internal coordination, and scheduling are all managed in-platform, helping teams stay aligned without chasing updates
Real-time visibility and resource management
- Portfolios provide a high-level view of all ongoing initiatives, enabling leadership to monitor progress, spot potential roadblocks early, and make informed decisions about resource allocation
- Workload tracking within Portfolios ensures that resources are balanced and no team member is overburdened, eliminating the guesswork from capacity planning
- Project templates have streamlined recurring workflows and onboarding processes, ensuring consistency and saving time across teams
Process automation and efficiency
- Custom fields capture important details like priority, status, and department ownership at a glance, tailoring projects to their specific operational needs
- Advanced rules and automation reduce the burden of repetitive administrative tasks, keeping projects moving smoothly without constant manual oversight
- Time-tracking integrations monitor how long tasks take, supporting better planning and accountability across departments
Asana for campaign management
Managing multi-team marketing campaigns was previously one of ZGC’s biggest coordination challenges. Campaigns requiring input from design, content, and performance marketing teams often suffered from miscommunication, delays, and multiple rounds of revisions. Teams worked in silos, making it difficult to maintain alignment from brief creation through final execution.
With Asana, ZGC now manages entire campaign lifecycles within single workspaces, transforming how their specialized departments collaborate on integrated marketing initiatives. This centralized approach has eliminated the coordination burden while ensuring full alignment across teams.
Streamlined cross-functional collaboration
- Multi-team campaigns are managed within single workspaces from brief creation to execution, ensuring all stakeholders stay aligned throughout the process
- Full transparency into timelines, task dependencies, and team responsibilities reduces miscommunication and prevents delays
- Auto-reminders help teams plan interdependent, cross-functional tasks, ensuring smooth handoffs between departments
Integrated workflow management
- Content calendar management allows teams to plan and coordinate deliverables across Social Media, Digital Marketing, Content Strategy, and Creative Design
- Campaign brief creation and approval processes are standardized using forms and templates, reducing time spent on revisions
- Client deliverable tracking ensures nothing falls through the cracks while maintaining clear communication across internal teams
Enhanced delivery and quality control
- Centralized campaign management has led to faster delivery with fewer revisions, as teams have better visibility into requirements and dependencies from the start
- Real-time collaboration features enable teams to provide feedback and make adjustments without disrupting overall project timelines
- Standardized processes with reusable templates ensure consistency across different campaign types and client requirements
Results
“Asana has fundamentally transformed how we operate at Zero Gravity Communications. It has introduced a level of structure and clarity that was previously missing in our workflows. Most importantly, Asana has cultivated a culture of ownership and accountability that allows us to scale without compromising operational excellence as one of the fastest growing agencies in today’s dynamic marketing landscape.”
— Khushboo Sharma, Founder, Zero Gravity Communications
Key outcomes:
Operational transformation: Established structure and clarity with all projects, tasks, deadlines, and responsibilities mapped out in one centralized platform, giving team members a shared understanding of priorities and expectations.
Improved collaboration: Significantly enhanced cross-functional visibility, enabling teams to easily track progress, dependencies, and timelines without relying on fragmented communication or manual coordination efforts.
Cultural shift: Cultivated a culture of ownership and accountability with balanced, data-driven workload management, allowing teams to focus on delivering business outcomes while scaling operations.
Scalable growth: Enabled the agency to maintain high-quality delivery standards while expanding their team and client base, with Asana providing the flexibility needed to monitor multiple projects and team capacities strategically.
Implementation success with Addrs Labs
ZGC’s transformation was facilitated by Asana partner – Addrs Labs, who provided hands-on guidance and tailored Asana to their specific operational needs. Addrs Labs visited their office to engage directly with key stakeholders and department heads, provided focused training to the internal process team, and guided them in setting up smart automations using custom fields, advanced rules, and forms.
The partner’s continued post-implementation support through regular check-ins, tailored optimization sessions, and advanced training workshops has been instrumental in ensuring long-term success and adoption across the organization.
“Working with Addrs Labs made the transition incredibly smooth. They have a deep understanding of business processes and worked closely with us to tailor Asana to meet our specific needs. Their continued support has been instrumental in ensuring successful adoption and driving long-term value.”
— Rajiv Sharma, Director, Zero Gravity Communications
Looking ahead
Zero Gravity Communications plans to expand their Asana usage by onboarding HR teams to manage employee onboarding, performance reviews, and internal workflows within the same centralized platform. This will streamline communication and ensure seamless coordination across all departments as they continue scaling operations and growing their client base.
