365Telugu.com online news, February 22nd, 2025:Following the phenomenal success of its first two seasons, Muthoot Finance, India’s largest gold loan NBFC, is back with ‘Sunheri Soch Season-3’, a powerful campaign aimed at breaking misconceptions about gold loans and inspiring millions to turn their assets into opportunities.
With the iconic Madhuri Dixit as the narrator, this season brings forward extraordinary real-life success stories of Muthoot Finance customers who leveraged gold loans to achieve financial independence and fulfill their dreams.
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Nationwide Reach & Regional Amplification
Launching on February 24, 2025, the campaign will be aired across Radio City 91.1 FM and Mirchi 98.3 FM, featuring compelling real-life testimonials that reinforce the message of financial empowerment with dignity and pride.
To maximize its impact, Sunheri Soch Season-3 will be promoted across 64 radio stations, backed by 100+ top RJs and regional influencers like RJ Raunac, Sudesh Bhosale, Manoj Joshi, and Jisshu Sengupta, who will narrate these inspiring stories in Hindi, Gujarati, Marathi, and Bengali.
Beyond radio, the campaign will be extensively amplified on Muthoot Finance’s social media platforms, featuring video stories of real customers. Additionally, audiences can engage with the movement through a dedicated website www.sunherisoch.com, where they can watch, share, and participate by submitting their own success stories.
Leadership Insights on Sunheri Soch’s Impact
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Alexander George Muthoot, Joint Managing Director, The Muthoot Group
“Gold is not just an asset—it is a financial gateway to opportunities. ‘Sunheri Soch Season-3’ celebrates the resilience of individuals who have used gold loans smartly to transform their lives. At Muthoot Finance, we are committed to redefining gold financing as a trusted, respectable, and responsible financial solution.
Every day, over 2.5 lakh customers walk into our 7,000+ branches, unlocking the power of gold to script their success. We hope this movement inspires millions more to follow this golden journey of financial empowerment.”
Abhinav Iyer, Senior General Manager – Marketing & Strategy, The Muthoot Group
“Sunheri Soch Season-3 is a campaign that is very close to our hearts. Months of meticulous planning, detailing, and hard work have gone into making this season even more impactful.
With the extraordinary narration by Madhuri Ji and support from RJs, regional influencers, and digital partners, we aim to break stereotypes and showcase how gold loans can be the ultimate catalyst for success.
The sunherisoch.com platform offers a digital-first experience, enabling audiences to engage with these powerful stories and share their own journeys of transformation.”
Sunheri Soch Season-3 – More Than Just a Campaign
Beyond storytelling, Sunheri Soch Season-3 is designed to drive real engagement. As part of the campaign:
✔ 30 lucky winners will get a chance to win 24-carat gold coins through the Sunheri Soch contest.
✔ A special anthem has been launched to mark the occasion: Watch here.
✔ The campaign reinforces Muthoot Finance’s standing as ‘India’s No.1 Most Trusted Financial Services Brand’, as recognized by the Brand Trust Report – India Study.
Through Sunheri Soch Season-3, Muthoot Finance continues to transform gold loans into a symbol of empowerment, breaking barriers and helping millions achieve their dreams with trust, pride, and financial independence.