When Sakal spoke to Punekars, like Punekars.
As Maharashtra’s No. 1 Marathi daily, Sakal has been a part of households across Pune and Maharashtra, for many decades. At the same time, the rising penetration of digital platforms has developed a trend where people tend to look for news on various apps and digital platforms. While this is true, the apps and websites only cater to the national and international news.
Understanding the significant gap in the availability of local news, which specifically focuses on different parts of the city, Sakal decided to utilise its expertise and on-ground network to cater to the new Punekars seeking news from their area.
This hyper-local focus and penetration was catered to through Sakal Today, an existing supplement of Sakal, which was now given a makeover to have dedicated editions for 4 different areas of Pune- Peths & Satara Road, Sinhagad Road and Kothrud, Aundh & Baner and Yerwada & Hadapsar.
At Setu, we were tasked with the launch of this unique content solution by Sakal. Since the biggest USP of the offering was its Pune-centric connection, we decided to add the distinct new-age Puneri flavour to the communication.
Pune and Punekars are known for their choice of words when expressing their emotions. In fact, for the true-blue Punekars, its a single word that they use to express themselves. Pune has given words like Kamaal, Kadak, Jamlay and many more to the evolving Marathi dictionary. We used these one-word expressions to present the revamped Pune Today to Punekars.
While the hoardings and print ads were built around these one words, we also suggested the use of these one-word expressions as headlines for the Pune Today area-specific editions. Many such one words, that capture the essence of Pune, caught the attention of Punekars.
This new connection with Sakal was appreciated by Pune. At the same time, the way Sakal spoke to them, created a heart-to-heart connection, which they continue to cherish.