Muthoot Finance launches ‘Sunheri Soch’ Radio Campaign

Muthoot Finance

Muthoot Finance’s brand ambassador Amitabh Bachchan will narrate real-life inspirational stories that break stigmas around gold loans in India in Sunehri Soch.

Sunheri Soch aims at encouraging and educating masses about actively adopting gold loans and realizing their dreams. The campaign consists of a series of inspiring, real-life stories of common people who took a gold loan from Muthoot Finance and moved ahead in life. Muthoot Finance’s brand ambassador Amitabh Bachchan narrates these stories in a new avatar. As part of this campaign, an anthem has been launched with Red FM’s RJs saluting the courage of these successful people who have achieved their dreams in highly challenging circumstances.

Commenting on the association, Alexander George Muthoot, Deputy Managing Director, The Muthoot Group said, “Gold loans have huge potential as Indian households have 26000 tons of gold & just 2-3% of this is monetised by way of gold loans. Our Sunheri Soch campaign brings inspirational real-life stories to life to help common people realise their dreams.”

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Abhinav Iyer, General Manager, Marketing & Strategy, Muthoot Finance added, “Sunheri Soch is a series of life-transforming stories that can inspire a million others. As humans-beings, we feel inspired by great success stories. Mr Bachchan’s incomparable voice and amazing delivery have just brought in the magical touch to this campaign.”

Commenting on this association, Nisha Narayanan, COO & Director, Red FM and Magic FM said, “We are excited to announce our collaboration with Muthoot Finance, one of the most trusted financial services brands in India to feature inspirational success stories and break all the prevailing apprehensions associated with gold loans. With deeper engagement being the primary need of clients, we have taken a different approach in sharing some of the extraordinary real stories of Muthoot Finance Gold Loan customers”

Ruchi Mathur, Senior VP, Mindshare said, “Magic happens when real life and storytelling come together. Especially in times like these when consumers and listeners are looking for something positive to latch on to. With this idea, we are not selling a brand or a product, but we are bringing hope to the many who have a dream, but just need the inspiration and a little help. We at Mindshare Content+ are proud to partner Muthoot Finance Sunheri Soch and hope this platform will bring the change we feel it can.”

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