Gold loan company, Muthoot Finance has launched ‘Muthoot Finance Sunheri Soch’ campaign, to launch a series of real-life inspirational stories that break stigmas around gold loans in India. Its brand ambassador Amitabh Bachchan narrates these stories in a new avatar.
For the radio campaign, the company has partnered with RED FM and as part of it, a ‘Sunheri Soch’ anthem was launched, saluting the courage of these successful people who have achieved their dreams in highly challenging circumstances. According to the company, ‘Sunheri Soch’ is a celebration of their achievement, and Muthoot Finance is proud to be a catalyst in this journey of millions of Indians, it added.
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 26000 tons of gold and just two to three per cent 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 campaign brings inspirational real-life stories to life to help common people realise their dreams.”
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Abhinav Iyer, general manager, marketing and strategy, Muthoot Finance, said, “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. With a little help from Muthoot Finance, these are people who realised their dreams. With many customers being served every day, it wasn’t easy to hand-pick a few success stories. Mr Bachchan’s incomparable voice and amazing delivery has just brought in the magical touch to this campaign.”
Nisha Narayanan, chief operating officer 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.”
Ruchi Mathur, senior vice president, 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.”
