Satyam Iway - Changing the Indian Internet Browsing Experience

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Case Details:

Case Code : MKTG035
Case Length : 15 Pages
Period : 1987 - 2002
Pub Date : 2003
Teaching Note : Available
Organization : Satyam Infoway Ltd.
Industry : ITES
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Cybercafes as a point of Internet access is on a steady increase. And today almost a third of Internet users access it at cybercafes. Our USP is: We provide a complete Net experience with high speed connectivity."

- David Appasamy, General Manager, Corporate Communications, Satyam Infoway Ltd., in December 2000.

Not Just Another Browsing Center!

In September 2001, leading Indian IT services provider Satyam Infoway Ltd. (Sify) was awarded the first prize for the best brand advertisement campaign (posters) by Mudra Communications Ltd.¹

Sify was a part of Satyam Computers Pvt. Ltd. (Satyam), one of India's premier IT companies. The award was given in recognition of Sify's innovative methods for advertising its iWay centers, the first-ever national chain of Internet browsing centers (cyber cafes) in India.

As part of the above campaign, Sify employed innovative visuals and humorous advertising copy to advertise the iWay brand.

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It put up very creative and unusual posters at all the iWay centers and many other places. The posters were designed to capture the imagination of the viewers. For example, one of the posters depicted dracula and carried the caption 'Me love Quick bytes.'

Another advertisement announced 'Just pop a coin and win a popcorn! Cheap thrills by Satyam iWay' (Refer Exhibit I for the advertisements). The offline campaign for iWay was based on different themes and focused on certain events and festivals, giving iWay a unique brand identity. Through its iWay centers, Sify provided cyber cafe visitors a whole new experience of browsing the Internet.

Unlike the ordinary crowded cyber cafes, iWay centers provided a soothing ambience and friendly service. The iWay centers sported a plush look and had ergonomically designed cubicles that were sufficiently closed to provide adequate privacy to browsers.

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1] In 2002, Mudra Communications was the largest Indian advertising agency with 8 offices and 6 divisions in India and abroad. The company had a capitalized billing of Rs 7 billion. It had won the 'Agency of the Year' award consecutively for six years since 1997.