In this exclusive conversation, Alexander George Muthoot, Joint Managing Director of The Muthoot Group, shares insights into the evolution of Sunheri Soch, its growing impact as a national movement, and the real-life success stories that have inspired millions.
Question: What inspired the creation of Sunheri Soch and how has the campaign evolved over the past three seasons to maintain its momentum? What new elements or strategies are being introduced in this Season 3 to make it stand out?
Alexander George Muthoot: Sunheri Soch campaign is inspired by the countless real-life testimonials of actual Muthoot Finance Gold Loan customers who dared to dream and make it happen with timely help from Muthoot Finance.
After two successful seasons, we are delighted to launch Season 3 of ‘Muthoot Finance Sunheri Soch’ which offers many new elements. This season offers many more inspiring customer stories compared to previous seasons. In Seson-3 customers will be listening to 17 motivating, real-life customer testimonials which have been carefully shortlisted from over 2200 stories that we received in Season-2.
These stories are being narrated in the magical voice of Madhuri Dixit Ji alongside some popular regional influencers like Sudesh Bhosale, RJ Raunac, Manoj Joshi and Jisshu Sengupta who will be narrating some of these real-life customer stories in Bengali, Marathi, Gujarati and Hindi.
Unlike earlier seasons when we went with just one radio station, this Season, the campaign is live across two major radio stations - Radio City 91.1 FM and Radio Mirchi 98.3 FM.
Additionally, this Season, more than 100 RJs across 64 centres will be actively promoting these customer testimonials across Radio, social media, digital platforms etc spread over the next 5 weeks.
We have also created a dedicated landing page www.sunherisoch.com wherein all campaigns assets can be readily accessed and customers can also share their success stories online and get a chance to win 24 Carat gold coins. A beautiful Sunheri Soch Anthem has also been created with Madhuri Ji and 13 top RJs coming together to celebrate this Season’s campaign theme of ‘Garv Ka Parv’.
Question: Beyond brand engagement, how does Sunheri Soch contribute to a larger social movement and can you share any real-life impact stories from previous seasons?
Alexander George Muthoot: Sunheri Soch is way beyond brand engagement. It is fast turning into a national movement with so many people feeling deeply inspired after watching these amazing real-life customer testimonials and feeling motivated to transform their own lives too, by putting their idle-lying gold to productive use.
Over three seasons, Sunheri Soch has created unprecedented impact in creating awareness about realising the potential of gold loans in enabling financial empowerment.
Talking about specific customer stories, there are so many remarkable stories that will overwhelm you. Last Season, we came across the story of an elderly woman from Rajasthan who despite being economically stable, started her new dairy business at the age of 60 just to fulfil her passion to be economically independent and a successful entrepreneur.
Another young man from UP who relocated to his hometown and fulfilled his dream to start a community school so that children from his village coming from modest family background could get access to quality education. He turned his vision into a reality.
Another touching story this Season is that of a committed Mother from Pune who took a Muthoot Finance Gold Loan to buy a specific type of rifle for her daughter’s international rifle competition enabling her daughter to earn laurels for the nation.
The stories are countless and the inspiration unimaginable. And these are just a few of the millions of lives that have been transformed by Muthoot Finance Gold Loans.
Question: How does Sunheri Soch Season 3 align with your brand’s broader business goals and what specific engagement metrics or outcomes are you targeting with this campaign?
Alexander George Muthoot: Our business goal is to primarily drive new and first-time customers to avail and experience the power of gold loans and realise its immense potential to transform lives. It is to help people understand that they need not postpone or shelve their dreams. The ability to realise them is well within their reach.
We know the immense potential and the role that gold loans can play in helping every Indian realise their dream. In fact, as the Category Leader we would like to increase the acceptability of gold loans by bringing more and more Indians within the scope of this great lending product. With more than 25,000 tons of household gold in India, less than 5% is actually monetised as gold loans. This shows the huge potential for this product that impactful campaigns like Sunheri Soch can help us unlock.
In terms of engagement metrics, this season, we are aiming to receive more than 5000 success stories of Muthoot Finance Gold Loan customers and more than Double our gold loan achievement from Season-2.