Tuesday, March 30, 2010

Satyam and Tiger Woods: A New Partnership?

Tiger Woods, was (is?) a global icon for the sport of Golf and a champion player. He was also the famous face of Accenture, one of the largest IT services companies in the world. At almost every Airport, there was a big hoarding of Accenture with Tiger Woods on it that said ("We know what it takes to be Tiger").

Last November, Tiger woods was involved in a "car accident", which received wide coverage in the media and blogosphere. Soon, corporate sponsors deserted Tiger ending their advertising contracts. He became a Fallen Icon.

Satyam, once the 4th largest Indian IT outsourcing services company and a competitor to large US IT services companies like Accenture, was thrown into turmoil when its founder CEO & Chairman, Ramalinga Raju revealed that Satyam's accounts were falsified for over 8 years and Satyam did not have the $ 1.4 Billion in its accounts as was shown in their balance sheet. The company almost collapsed, but given the strength of their practice and help from Indian governement, was bought over by Mahindra. The company is now rebranded as Mahindra Satyam and trying to regain some of its lost glory.

Ramaliga Raju in his resignation letter mentioned that cooking the books was like: "It was like riding a tiger, not knowing how to get off without being eaten".

Connect these dots. Tiger, Iconic past, Satyam, Iconic past, Riding a tiger, re-discovery.

Does it seem that Mahindra Satyam should Sign up Tiger Woods and come up with a tag line "We know what it takes to be a wounded Tiger". Good PR.. What Say?

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