Mumbai, Sep 18: Following four highly successful seasons, Muthoot Finance, India’s Most Trusted Financial Services Brand, has officially launched Sunheri Soch Season 5. Centred around the theme “Sona Kya Nahi Kar Sakta”, this edition expands Muthoot Finance’s signature movement aimed at breaking myths around gold loans and inspiring millions of dreamers across India.
The 9-month campaign will bring to life 18 real-life customer testimonials, showcasing how individuals made their dreams come true with the timely support of Muthoot Finance Gold Loans.
Nationwide Impact with Multi-Network Radio & Digital Amplification
Taking the movement to a grander scale, Season 5 will be broadcast across 97 radio stations spanning North, East, and West India, powered by 158 top Radio Journalists across three leading national networks: Radio City, Red FM, and MY FM.
Six leading and popular RJs of India have also come together in this season’s latest and extremely vibrant Sunheri Soch Anthem.
The campaign officially rolled out its audio anthem on September 9, 2026, followed by promos on September 11, and the first customer testimonial on September 14, 2026, featuring the inspiring journey of Shri Gautam Das Ji from Kolkata, West Bengal. A new customer success story will go live every alternate Monday at 9:00 AM, with daily broadcasts and multiple repeat airings throughout the week across all partner radio networks.
Complementing the radio broadcasts, each testimonial is released as engaging AI-driven digital video content across Muthoot Finance’s official YouTube, Facebook, and Instagram handles, as well as partner radio channels. Audiences can also stream videos, engage, and share their own success stories at the official campaign portal, www.sunherisoch.com.
Mr. 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.”
Mr. 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. Through our revamped landing page at sunherisoch.com we also invite customers nationwide to share their own success stories and show India what gold can truly achieve.”
Driving On-Ground Engagement & Participation
Sunheri Soch Season 5 is a comprehensive campaign designed to foster deep customer relationships across physical and digital touchpoints. For more information, customer stories, and anthem videos, visit www.sunherisoch.com.
