Madhuri Dixit champions Muthoot Finance’s 'Sunheri Soch Season 3'

After two highly successful seasons, Muthoot Finance, India’s largest gold loan NBFC, returns with Sunheri Soch Season-3, a powerful movement aimed at breaking myths around gold loans and inspiring millions. With legendary actress Madhuri Dixit as the narrator, this season brings to life extraordinary real-life success stories of Muthoot Finance customers who transformed their gold into a catalyst for opportunity and financial independence.
Nationwide Campaign with Regional Amplification
Going live from February 24, 2025, Sunheri Soch Season-3 will be broadcast across Radio City 91.1 FM and Mirchi 98.3 FM, featuring inspiring real-life customer testimonials. The campaign aims to shift the perception of gold loans from mere borrowing to a means of empowerment, dignity, and pride.
Taking the campaign to new heights, Sunheri Soch Season-3 will be promoted across 64 radio stations and amplified by more than 100 top RJs. To enhance regional reach, influential voices such as RJ Raunac, Sudesh Bhosale, Manoj Joshi, and Jisshu Sengupta will narrate select stories in Hindi, Gujarati, Marathi, and Bengali. The Muthoot Group will also share videos of these real-life testimonials across its social media platforms.

Alexander George Muthoot, Joint Managing Director, The Muthoot Group, emphasized the campaign’s mission: “Gold is not just an asset—it’s a financial gateway to opportunity. Through Sunheri Soch Season-3, we celebrate the resilience of individuals who have transformed their lives by smartly availing gold loans with pride. At Muthoot Finance, our mission is to redefine gold financing as a trusted, responsible, and respectable financial solution that fuels aspirations across India. Over 2.5 lakh customers visit our 7,000+ branches daily, scripting their success. We want Sunheri Soch Season-3 to inspire crores of Indians to follow this golden journey of success and progress.”
Abhinav Iyer, Senior General Manager – Marketing & Strategy, The Muthoot Group, added: “Sunheri Soch Season-3 is very close to our heart, requiring months of relentless effort, meticulous planning, and attention to detail. With Madhuri Ji’s exceptional narration and the support of RJs, regional influencers, and partners, we hope Sunheri Soch will shatter stereotypes and showcase how gold loans can be the perfect catalyst for success. We are also creating a digital-first experience at sunherisoch.com, allowing audiences to listen, engage, and share their own success stories.”
Sunheri Soch Season-3 is more than just inspiring narratives—it is a strategic initiative aimed at driving real engagement and growth. As part of the campaign, 30 lucky winners will have the chance to win 24-carat gold coins under the Sunheri Soch contest. Additionally, a beautiful anthem has been launched to commemorate the occasion: Watch here.
With Sunheri Soch Season-3, Muthoot Finance continues to redefine gold loans as an instrument of empowerment, further reinforcing its recognition as ‘India’s No. 1 Most Trusted Financial Services Brand,’ as awarded by the prestigious Brand Trust Report – India Study.

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