Amitabh Bachchan to narrate real-life inspirational stories on Radio

Mumbai:Muthoot Finance,  India's largest gold loan NBFC, has entered into a unique partnership with RED FM 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 pc  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"

Commenting on this association, Ms 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"(UNI)