Muthoot Finance has launched Season 5 of its Sunheri Soch campaign under the theme “Sona Kya Nahi Kar Sakta”, a nine-month integrated effort across radio, digital, television, out-of-home and branch activations, according to an exchange4media interview with Abhinav Iyer published on October 3, 2026.
Iyer, Chief General Manager of Marketing and Strategy at Muthoot Finance, says the idea is to make people pause and ask what their gold can do. The Sunheri Soch Season 5 campaign is built around real customer stories rather than product pitches.
How Is the Sunheri Soch Season 5 Campaign Structured?
Radio is the backbone: 97 stations across Radio City, MY FM and Red FM, with 158 radio jockeys taking part. The campaign has 18 selected customer testimonials from varied backgrounds, and a new story is released every alternate Monday at 9 AM. The stories also live on a dedicated website, sunherisoch.com, and are supported by activity across Muthoot’s 7,500+ physical branches.
One featured customer is Gautam Das from Kolkata, who has published more than 10 books using gold loans. Across the previous four seasons, the brand has collected over 8,500 testimonials.
What Role Does AI Play in the Campaign?
According to the interview, AI supports content creation, particularly short-form vertical videos adapted for YouTube, Instagram and Facebook. Human customer stories remain the creative core, with AI used to scale formats across platforms.
Why Is Muthoot Betting on Gold-Loan Storytelling?
The category context is large. Gold loans have grown nearly four times over five years to reach Rs 19 lakh crore by March 2026, and fewer than 10% of India’s 34,600 tonnes of household gold is currently monetised, as cited in the interview. Campaigns that reframe gold as a productive asset aim at that gap.
Industry Reaction and Expert Commentary
The source interview carries Iyer’s views only. Industrial Front did not find independent analyst or agency commentary on the campaign at the time of writing, and no performance data has been released.
What Happens Next?
With stories releasing fortnightly on Mondays over the nine-month run, marketers will be watching how radio-led storytelling, regional content and AI-assisted video perform against the brand’s earlier seasons.
Frequently Asked Questions
What is Muthoot Finance’s Sunheri Soch Season 5?
It is the fifth season of Muthoot Finance’s customer-story campaign, themed “Sona Kya Nahi Kar Sakta”, running for nine months across radio, digital, TV, out-of-home and branches.
How many radio stations are part of the campaign?
The campaign covers 97 radio stations on Radio City, MY FM and Red FM, with 158 radio jockeys participating.
Does the campaign use AI?
Yes. AI supports content creation, mainly short-form vertical videos for YouTube, Instagram and Facebook.
Source: exchange4media, October 3, 2026.
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