In a candid conversation at the e4m Business Leaders' Retreat in Goa, Uday Jadhav, CEO of Sakal Media Group, reflected on the 93-year journey of one of Maharashtra’s most trusted media houses, Sakal Media Group. Emphasising its deep connection with the people of the state, Jadhav outlined how Sakal has consistently evolved while staying true to its founding principles of trust, relevance, and societal responsibility.
Established in 1932, Sakal Media has expanded across print, television, digital, and on-ground activations. Today, it reaches over 1.5 million households in Maharashtra every morning through its print edition alone. “Sakal is known for its trustworthiness and its commitment to giving back to society. We believe the role of media goes beyond dissemination; it is about understanding people’s issues and contributing towards solutions,” said Jadhav.
Sharing a personal anecdote, he recounted how a small employment advertisement in Sakal had changed the course of his own life. “After my MBA, I was travelling 50 km daily to work. One day, I spotted a small ad for a management trainee position in Sakal. That ad led me to join Sakal, and years later, I’m leading the organisation,” he said. What started as an attempt to save four hours of commute time ultimately laid the foundation for a long-standing media career.
Jadhav elaborated on the group’s efforts to make a tangible impact on the ground, primarily through its agricultural vertical, Agrowon—India’s only daily dedicated to farmers. In response to a government-backed survey that highlighted the need to enhance technical know-how among farmers, Sakal developed a nine-week training syllabus. “We reached out to every village in Maharashtra, trained over three lakh farmers on everything from soil testing to market linkages. The feedback was overwhelmingly positive, and the programme demonstrated how the media can act as an enabler of knowledge,” he said.
While national media often skews towards metro audiences, Jadhav made a case for the vast potential in regional markets. He cited educational statistics to illustrate the scale—out of 2.2 crore school students in Maharashtra, over 1.7 crore study in Marathi-medium schools. “If Mumbai and Pune are metros, the rest of Maharashtra combined is an equally potent third metro. Ignoring this segment is a missed opportunity for any marketer,” he noted.
Sakal’s collaborations with the government further underscore its multifaceted role. The group has been involved in delivering RERA certification training to aspiring real estate brokers and safety training to over 10 lakh construction workers across Maharashtra. “We work with developers, municipal corporations, and welfare bodies. These are not mere campaigns, they are institutional efforts to improve stakeholder outcomes,” he said.
On the advertising front, Jadhav highlighted several successful brand partnerships, including a statewide wet sampling campaign for Garnier, a digital literacy campaign for Google, youth grooming sessions supported by Gillette and a comprehensive media strategy for the Pune-based FMCG brand Sawai Masale. “Sawai started with a modest budget and grew their media spend tenfold within 18 months after seeing strong returns. They achieved their three-year target in half the time,” he said, stressing that regional media can drive measurable impact when the strategy is aligned with the market.
Concluding the session, Jadhav called for a closer alliance between marketers and regional media houses. “With over 10,000 people working on the ground and presence in all 358 talukas and 28,000 villages, we understand this market deeply. Media is not just about reach; it’s about relationships for us,” he said.
Jadhav concluded with a note of collaboration, emphasising that long-term success in regional markets stems from fostering enduring bonds between media and marketers. “Our bond should be as strong as Fevicol ka jod,” he remarked.
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