Gold loans for good tidings
Loan against gold is an old tradition in the Indian lending market. With more people seeking gold loans to address their financial needs and emergencies, Muthoot Finance, India’s leading financial services brand and India’s largest gold loan NBFC, has collaborated with 93.5 RED FM to launch Sunheri Soch, a campaign aimed at breaking stigmas around gold loans.
The initiative includes real-life inspirational stories narrated by Muthoot Finance’s brand ambassador, actor
Amitabh Bachchan. A melodious Sunheri
Soch anthem was launched with Red FM’s RJs saluting the courage of these successful people who have achieved their dreams in highly challenging circumstances. Muthoot Finance is proud to be a catalyst in this journey of millions of Indians.
Commenting on the association, Alexander George Muthoot, deputy managing director, The Muthoot Group, said, “We have always launched pathbreaking campaigns that have brought attitudinal transformation in the lives of people. Gold loans have huge potential as Indian households have 26,000 tonnes of gold and just 2-3% of this is monetised by way of gold loans.”
Abhinav Iyer, general manager, marketing and strategy, Muthoot Finance added, “Sunheri Soch is a series of life-transforming stories that can inspire a million others. As human beings, we feel inspired by great success stories. With +2.5 lakh customers being served every day, it wasn’t easy to handpick a few success stories.”
Nisha Narayanan, COO and director, Red FM and Magic FM, said, “We are excited to announce our collaboration with Muthoot Finance, one of the most trusted financial services brands in India.”
Ruchi Mathur, senior vice-president, 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. We, at Mindshare Content+, are proud to partner with Muthoot Finance Sunheri Soch and hope this platform will bring the change we feel it can.”
To know more about the initiative, you can log on to www.sunherisoch.com