Muthoot Finance is returning with the fifth season of its customer-led ‘Sunheri Soch’ campaign, this time asking a simple question: ‘Sona Kya Nahi Kar Sakta?’
The nine-month integrated marketing campaign will feature 18 real-life customer stories, highlighting how gold loans helped individuals work towards and realise their aspirations. The latest season builds on four previous editions of the campaign, which aims to challenge perceptions around gold loans.
Season 5 will have a strong radio presence, spanning 97 stations across North, East and West India. The campaign will be powered by 158 radio jockeys across Radio City, Red FM and MY FM. Six RJs have also come together for the season’s Sunheri Soch anthem.
The campaign’s audio anthem launched on September 9, followed by promotional spots on September 11 and the first customer story on September 14, featuring Gautam Das from Kolkata, West Bengal. A new testimonial will be released every alternate Monday at 9am, with daily broadcasts and repeat airings across the partner networks through the week.
The radio-led campaign will be supported by AI-driven digital videos for each customer story, released across Muthoot Finance’s YouTube, Facebook and Instagram handles, as well as partner radio channels. The campaign portal, sunherisoch.com, will also invite audiences to watch, engage with and share their own success stories.
Speaking about the campaign, Alexander George Muthoot, Joint Managing Director, The Muthoot Group, said, “Gold is not just an asset—it’s a financial gateway to opportunity. Through Sunheri Soch Season 5, themed 'Sona Kya Nahi Kar Sakta', we celebrate the grit and resilience of individuals who have transformed their aspirations into reality with pride. At Muthoot Finance, our mission remains to redefine gold financing as a trusted, responsible, and respectable financial solution that fuels dreams across India. Over 2.5 lakh customers script their success by visiting one of our 7,500+ branches every day. We want Season 5 to inspire millions more to take this golden path toward progress and self-reliance.”
Abhinav Iyer, Chief General Manager – Marketing, Strategy & JMD's Office, The Muthoot Group, added, “Sunheri Soch is a project very close to our hearts because it celebrates real people and genuine achievements. After four successful seasons, Season 5 takes this customer-led movement to an even bigger platform. By partnering with 158 RJs across Radio City, Red FM, and MY FM, and blending AI video storytelling with interactive branch touchpoints, we are ensuring this message reaches every corner of India. Through our revamped landing page at sunherisoch.com we also invite customers nationwide to share their own success stories and show India what gold can truly achieve.”
