Muthoot Finance launches Sunheri Soch with Red FM

News Desk, News Nation 360: 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. 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. 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. Alexander George Muthoot, Deputy Managing Director, The Muthoot Group told they have always launched path-breaking campaigns that have brought an 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. They 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. Their Sunheri Soch campaign brings inspirational real-life stories to life to help common people realise their dreams. Nisha Narayanan, COO & Director, Red FM and Magic FM told they are excited to announce their collaboration with Muthoot Finance, one of the most trusted financial services brands 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, they have taken a different approach in sharing some of the extraordinary real stories of Muthoot Finance Gold Loan customers. Abhinav Iyer, General Manager, Marketing & Strategy, Muthoot Finance also told Sunheri Soch is a series of life-transforming stories that can inspire a million others. As humans-beings, they 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 have just brought in the magical touch to this campaign.

Report: Anustup Kundu

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