Muthoot Finance returns with Sunheri Soch Season 3 featuring Madhuri Dixit

New Delhi: After two seasons, Muthoot Finance is back with Sunehri Soch Season 3 for a movement aimed at breaking myths around gold loans. 

With Madhuri Dixit as the narrator, this season tells the real-life stories of Muthoot Finance customers who used their gold for financial independence.

Going live from February 24, 2025, across Radio City 91.1 FM and Mirchi 98.3 FM, the campaign will bring to life real-life customer testimonials, reinforcing the message that gold loans are not just about borrowing but about empowering dreams with dignity and pride, said Muthoot Finance in a statement. 

Sunheri Soch Season 3 will be promoted across 64  radio stations, amplified by more than 100 RJs. To expand its regional reach, the campaign will feature voices such as RJ Raunac, Sudesh Bhosale, Manoj  Joshi, and Jisshu Sengupta, who will narrate select stories in Hindi, Gujarati, Marathi, and Bengali.

Alexander George Muthoot, Joint Managing Director, Muthoot Group, said, "Gold is not just an asset—it’s a financial gateway to opportunity. Through Sunheri Soch  Season 3, we celebrate the resilience of individuals who have transformed their lives by smartly availing gold loans with pride. We want to make Sunheri Soch a movement that can help crores of Indians also transform their lives by availing a gold loan from us just like how many of our customers have done." 

Abhinav Iyer, Senior General Manager, Marketing and Strategy, Muthoot Group, stated, “Sunheri Soch Season 3 is very close to our heart because it required months of relentless effort, meticulous planning, and so much detailing. Seasons 1 and 2 were hugely successful.  Hence, we launched Season 3 in Q4 to end the financial year on a high note.”

Iyer added, “Madhuri Ji’s narration has been exceptional and with the support of all RJs, Regional influencers, and all Partners we hope Sunheri Soch can shatter stereotypes and demonstrate how gold  loans can be the perfect catalyst for success.”

The brand has also launched an anthem to promote the initiative: