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Muthoot Finance launches ‘Sunheri Soch’ campaign with Red FM

Crafted by Mindshare, it is about inspiring stories of people who took a gold loan and moved ahead in life. Brand ambassador Amitabh Bachchan narrates these stories. An anthem was launched with Red FM’s RJs saluting the courage of these common people

Muthoot Finance, a financial services brand and gold loan NBFC, has entered into a partnership with radio network Red FM, to launch a series of real-life inspirational stories that break stigmas around gold loans in India. ‘Muthoot Finance Sunheri Soch’ campaign brings successful stories of various common men and women who dreamt big and made their dreams come true by availing of gold loans from Muthoot Finance.

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Sunheri Soch aims at encouraging and educating masses about actively adopting gold loans and realising their dreams. The campaign is 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 beautifully narrates these stories in an all-new avatar. As part of this campaign, a melodious Sunheri Soch anthem was launched with Red FM’s RJs saluting the courage of these successful people who have achieved their dreams in highly challenging circumstances. Sunheri Soch is a celebration of their achievement, and Muthoot Finance is proud to be a catalyst in this journey of millions of Indians.

Alexander George Muthoot, Deputy Managing Director, The Muthoot Group, said, “We have always launched path-breaking campaigns that have brought attitudinal transformation in the lives of people. Gold loans have huge potential as Indian households have 26,000 tons of gold and just 2-3% of this is monetised by way of gold loans. We at Muthoot Finance are the guardians of trust who empower society to realise the power of their dreams by unlocking the true value of their emotional currency. Our Sunheri Soch campaign brings inspirational real-life stories to life to help common people realise their dreams.”

Abhinav Iyer, General Manager, Marketing and Strategy, Muthoot Finance, added, “Sunheri Soch is a series of life-transforming stories that can inspire a million others. As human beings, we feel inspired by great success stories. With a little help from Muthoot Finance, these are people who realised their dreams. With +2.5 lakh customers being served every day, it wasn’t easy to hand-pick a few success stories. Bachchan’s incomparable voice and amazing delivery has just brought in the magical touch to this campaign.”

Commenting on this association, Nisha Narayanan, COO and Director, Red FM and Magic FM, said, “We are excited to announce our collaboration with Muthoot Finance, one of the most trusted financial services brand 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.”

The campaign has been conceptualised by Mindshare.

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.”

Muthoot Finance is the flagship company of The Muthoot Group which has 20 diversified business divisions. It is a ‘Systemically Important Non-deposit taking NBFC’. As part of the core business, Muthoot Finance provides loans secured against household gold jewellery at affordable rates and product features. Globally, the group has presence across, USA, UK, UAE, Costa Rica and Sri Lanka.


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