Muthoot Finance launches ‘Sunheri Soch’ with Red FM

Set of inspirational real-life stories narrated in the magical voice of Shri Amitabh Bachchan

New Delhi, June 29, 2020: Muthoot Finance, India’s No.1 Most Trusted Financial Services Brand and India’s largest gold loan NBFC has entered into a unique partnership with RED FM, one of India’s largest and much awarded private radio networks to launch a series of real-life inspirational stories that break stigmas around gold loans in India. With ‘Muthoot Finance Sunheri Soch’ campaign, the financial services conglomerate brings highly successful stories of various common men & women who dreamt big and made their dreams come true by availing gold loans from Muthoot Finance.

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 Shri 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 top 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.

Commenting on the association, Mr. 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 & 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 & 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. With a little help from Muthoot Finance, these are people who realised their dreams. With +2.5 Lac 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”

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 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 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

About Muthoot Finance:

Muthoot Finance is the flagship company of The Muthoot Group which has 20 diversified business divisions. With 5000+ branches, the Group serves over 2.5 Lac customers every day. Muthoot Finance is also India's largest gold loan NBFC and India’s No.1 Most Trusted Financial Services Brand, according to the Brand Trusted Report. It is a reputed ‘Systemically Important Non-deposit taking NBFC’. As part of the core business, Muthoot Finance provides loans secured against household gold jewellery at highly affordable rates and amazing product features. Globally, the Group has presence across, USA, UK, UAE, Costa Rica and Sri Lanka. In the recently announced financial results for FY20, Muthoot Finance posted a record Net Profit of Rs. 3,168 Crores (a 50% growth over FY19). The Consolidated Assets Under Management (AUM) grew by 22% for the same period and stood at Rs. 46,800 Crores.

About Mindshare

We were born in Asia in 1997, a WPP start up designed to make media exciting, fun and life changing. Our 10,000 people work with some of the world’s best brands and companies to challenge convention. For the last 20 years our values of Speed, Teamwork and Provocation have guided us in a world where everything begins and ends in the media. We are the Cannes Lions Media Network of the Year 2019 and WARC Media 100 #1 Media Network 2020, with the top three most creative campaigns of the past year – so basically, statistically the best media agency in the world! In 116 offices across 86 countries we integrate brand and demand, ruthlessly focus on outcomes and create the unexpected. We manage $17.8bn in billings and are the largest media agency in GroupM, WPP’s Media Investment Management arm, which is the #1 media holding group globally with billings of $50bn.

About 93.5 RED FM:

We are Irreverent; we are young, cool and trendy. We are the voice of today’s Millennial. We are one of the largest radio networks in the country. We are Red FM. Based on the internationally successful CHR (Contemporary Hit Radio) format we play only Super Hit music. With the brand philosophy and attitude that is ‘Bajaate Raho!’ at Red FM we always speak up for the right, for the people. Our listeners are at the heart of everything we do and so we are called the ‘station for expression’ by establishing an emotional connect with them. We do things differently; we don’t follow the herd and its testament to the fact that Red FM boasts of over 431 award winning campaigns including BEST BRAND, BEST FM STATION & BEST RJs.