~ Muthoot Finance launches Season 5 of Sunheri Soch on the theme ‘Sona Kya Nahi Kar Sakta’, putting 18 real gold-loan stories on 97 radio stations and AI video ~
Mumbai, September 2026: Muthoot Finance has rolled out Season 5 of its long-running Sunheri Soch campaign, themed ‘Sona Kya Nahi Kar Sakta’. The nine-month push reframes gold loans through 18 customer testimonials — real people who used Muthoot gold financing to chase goals — rather than product specs alone.
Season 5 scales the radio footprint hard: broadcasts across 97 stations in North, East and West India, powered by 158 RJs on Radio City (91.1 FM), Red FM (93.5 FM) and MY FM (94.3 FM). Six RJs also front the season’s audio anthem. The anthem dropped 9 September, promos on 11 September, and the first testimonial — Kolkata’s Gautam Das — on 14 September. A new customer story goes live every alternate Monday at 9:00 AM, with daily airings through the week.
Each radio testimonial is mirrored as AI-driven digital video on Muthoot Finance’s YouTube, Facebook and Instagram, plus partner radio channels. Audiences can stream, engage and submit their own stories via the campaign site at sunherisoch.com.
Alexander George Muthoot, Joint Managing Director, The Muthoot Group, said: “Gold is not just an asset—it’s a financial gateway to opportunity. Through Sunheri Soch Season 5, themed ‘Sona Kya Nahi Kar Sakta’, we celebrate the grit and resilience of individuals who have transformed their aspirations into reality with pride. At Muthoot Finance, our mission remains to redefine gold financing as a trusted, responsible, and respectable financial solution that fuels dreams across India. Over 2.5 lakh customers script their success by visiting one of our 7,500+ branches every day. We want Season 5 to inspire millions more to take this golden path toward progress and self-reliance.”
Abhinav Iyer, Chief General Manager – Marketing – Strategy & JMD’s Office, The Muthoot Group, added: “Sunheri Soch is a project very close to our hearts because it celebrates real people and genuine achievements. After four successful seasons, Season 5 takes this customer-led movement to an even bigger platform. By partnering with 158 RJs across Radio City, Red FM, and MY FM, and blending AI video storytelling with interactive branch touchpoints, we are ensuring this message reaches every corner of India.”
Marketing take: Season 5 isn’t selling a gold loan — it’s selling proof. Eighteen customer arcs, 158 RJs and AI video turn ‘Sona Kya Nahi Kar Sakta’ into a national radio serial of aspiration, with the branch network as the quiet call to action.
