‘Sona Kya Nahi Kar Sakta’ is deliberately an open question: Muthoot Finance’s Abhinav Iyer

The latest season of Sunheri Soch builds on the thought “Sona Kya Nahi Kar Sakta” with a 9-month integrated marketing campaign spanning across Radio, Digital, TV, BTL and Out of Home.

Sunheri Soch has entered its fifth season. What made this the right time to introduce “Sona Kya Nahi Kar Sakta”?

Every season of Sunheri Soch has been built around a distinct thought and a meaningful theme. The first season was “Life Mein Aage Badiye”, followed by “Atma Nirbharta” in Season 2, which focused on encouraging self-reliance. Seasons 3 and 4 carried forward the spirit of “Garv Ka Parv”, celebrating inspiring stories of achievement and resilience.

Season 5 is a milestone for us, and we wanted to make it equally distinctive. Earlier this year, we launched our powerful integrated marketing campaign, “Sona Kya Nahi Kar Sakta,” which explores the many possibilities that gold can unlock in people’s lives.

We felt there was a natural synergy between the two platforms. Sunheri Soch has always been about real people and their inspiring journeys, while Sona Kya Nahi Kar Sakta is about the possibilities that gold can create. Bringing the two together was therefore a very natural progression.

And that’s how Muthoot Finance Sunheri Soch Season 5: “Sona Kya Nahi Kar Sakta” came to life—bringing together a powerful brand thought with real stories of people whose gold helped them move closer to their aspirations.

“Sona Kya Nahi Kar Sakta” is a very open-ended thought. How did you decide what the campaign should look like?

We wanted the thought to be open-ended enough to work across different people, aspirations and formats. That’s why the campaign is not built around a single story or a single medium. Instead, we are bringing to life inspiring, real experiences of actual Muthoot Finance Gold Loan customers across radio, digital, TV, cable, outdoor, BTL and our 7,500+ branches across India.

The idea is to make people pause and ask themselves: “What is it that my gold can do for me?” The answer will naturally be different for every individual. For one person, it could mean starting a business; for another, pursuing an aspiration, supporting their family or simply creating a moment of happiness.

And that is what makes the thought so powerful. Your gold can unlock happiness for you—and happiness can mean something very different to different people.

This time too, the campaign is running for 9 months like Seaosn-4, compared to shorter bursts in Season1,2 and 3. Why the longer play?

The first three seasons were designed as shorter campaigns of around five to six weeks. However, like Season 4, this time we wanted to build Sunheri Soch as a longer, evolving platform that people could keep discovering over time.

A nine-month duration gives us the opportunity to bring in a much wider variety of stories, formats and market-specific executions, rather than putting everything out at once. It allows the campaign to evolve organically and keeps giving audiences something new to discover.

More importantly, this season we are bringing in a greater number of testimonials with regional and regional flavours by showcasing customers from different parts of the country, with different aspirations, different loan purposes and different socio-economic backgrounds. That diversity is a very important part of the Sunheri Soch narrative.

So, the longer duration allows us to reflect the diversity of our customers, our country and our business in a much richer and more authentic way.

Real customer experiences are one part of the campaign. What role do they play this season?

Over the first four seasons of Sunheri Soch, we have received more than 8,500 real-life customer testimonials. For Season 5, we have carefully handpicked 18 inspiring stories representing diverse aspirations, backgrounds and journeys.

These stories add a deeply human layer to “Sona Kya Nahi Kar Sakta”, showing the many ways gold can help people move closer to their dreams.

A new testimonial will go live every alternate Monday at 9 AM, across our radio partner stations, with multiple repeats through the week—giving audiences a new inspiring story to discover every fortnight.

The first testimonial features Gautam Das from Kolkata. What made his experience worth bringing into the campaign?

Gautam Das Ji has been a Muthoot Finance customer for around 18 years, having taken his first gold loan with us in 2008. He had a dream of writing and publishing his own book, and his gold loan helped him turn that dream into reality.

Over the years, he has gone on to write and publish more than 10 books, with around 12,500 copies sold.

What makes his story special is that it highlights the many unique and positive purposes for which people use their gold. For Gautam Ji, it was not just about meeting a financial need—it was about pursuing a passion and turning an aspiration into something tangible.

Radio has a major role, with 97 stations and 158 RJs. Why was radio so important for this campaign?

Radio has always been an important and integral part of Sunheri Soch. This season, we wanted to significantly amplify its impact, taking the campaign to 97 stations across Radio City, MY FM and Red FM, with 158 RJs including some of the most popular RJs like RJ Raunac, RJ Malishka, RJ Ginnie to name a few, collaborating with us.

Radio gives us the scale and frequency to keep the campaign consistently top-of-mind, while its strong local connect makes the message more relatable. With familiar RJ voices, regional languages and market-specific conversations, we can take “Sona Kya Nahi Kar Sakta” beyond a campaign message and turn it into a conversation with consumers.

For us, radio is therefore not just a media channel—it is a key driver of the campaign’s reach, frequency, engagement and local relevance, helping us bring the stories of our customers to life across the country.

You have also brought together popular RJs for a specially curated Sunheri Soch Anthem. What does the Anthem add to the larger idea?

Every season, we launch Sunheri Soch with a specially curated Anthem. This time, we wanted it to bring together different voices, regions and aspirations in an energetic expression of “Sona Kya Nahi Kar Sakta.”

We brought together popular RJs from across the country—RJ Kartik from Jaipur, RJ Archu from Mumbai, RJ Mon from West Bengal, RJ Rocky from Delhi, RJ Megha from Amritsar and RJ Archana Jani from Ahmedabad—for a soul-stirring musical.

The Anthem showcases diverse aspirations—from a young musician and a family upgrading from a scooter to a car, to young entrepreneurs starting a drone business—all powered by a Muthoot Finance Gold Loan.

It gives the central thought a more energetic, entertaining and celebratory expression.

How does the campaign move from radio to digital, and what role does AI play?

We didn’t want digital to simply replicate the radio campaign. The real-life customer experience remains the starting point, while AI is a tool that helps us bring those experiences to life in a more visually engaging format suited to digital audiences.

We are creating short, AI-led vertical videos around these real-life testimonials, which will be available across Muthoot Finance’s YouTube, Instagram and Facebook, as well as the social handles of our partner radio channels. AI has helped us translate detailed and inspiring customer experiences into shorter, more visual and engaging content.

We have also created a dedicated website, www.sunherisoch.com, which brings together the campaign content in one place, allowing people to discover these stories and share their own experiences as well.

The campaign is also going regional, with influencers across three languages. What changes when you take one national idea to different markets?

The idea is not simply to translate the campaign—it is about adapting it for each market. We are working with five regional influencers across five regional languages to make the campaign feel more natural, relevant and culturally rooted.

The larger thought remains the same, but the storytelling can adapt to the local audience, language, culture and context. That allows “Sona Kya Nahi Kar Sakta” to remain one national idea while still feeling personal and authentic across different parts of India.

With 7,500+ branches, how important is the on-ground presence for a campaign like this?

It is extremely important because our branches are where we meet and engage with customers every day. While we also offer Gold Loan@Home, which allows customers to avail of a gold loan from the comfort of their home, our 7,500+ branches across India remain a very important part of our customer ecosystem.

That is why we wanted the campaign to be highly visible at the branch level as well. Sunheri Soch is not limited to digital, radio or TV—it is being brought to life across outdoor, BTL, social, performance and demand generation, along with dynamic visual merchandise across our extensive branch network.

Sunheri Soch is now in its fifth season. What has the platform become for Muthoot Finance?

I would say Sunheri Soch has evolved beyond being a campaign—it has become a movement.

When lakhs and crores of people listen to stories of ordinary people pursuing extraordinary dreams by unlocking the value of an asset that was otherwise lying idle, something happens. They begin to think, they see possibilities, and they are inspired to take action and bring about transformation in their own lives.

I have always believed that storytelling is the best form of advertising. And Sunheri Soch allows us to tell these stories in the most authentic way—through the voices and experiences of real customers.

This is particularly relevant today because gold loans today have emerged as the fastest-growing retail credit class in India, expanding nearly 4X over 5 years to reach ₹19 lakh crore by March 2026. According to industry estimates, India has nearly 34,600 tons of gold and less than 10% of it is monetised by way of gold loans. This reflects the growing role of gold-backed finance in meeting the financial needs of households and businesses.

For us, Sunheri Soch is therefore about empowering people by helping them unlock an idle asset and put it to productive use—whether that means pursuing an education, starting a business, following a passion, creating a better life for their family or simply moving one step closer to their aspirations.

That, for me, is what Sunheri Soch has become: a movement that inspires people to see the possibilities within what they already have.

After nine months and multiple campaign touchpoints, what would make Season 5 successful for you?

For me, success would be if the thought stays with people long after they encounter the campaign. If someone sees or hears “Sona Kya Nahi Kar Sakta” on radio, digital, TV, regional content or at a Muthoot Finance branch and starts thinking about what their own gold could help them achieve, then the campaign has done its job.

I would also like to see the gold loan category grow as a whole, with a significant increase in first-time gold loan customers. That would tell us that more people are overcoming their inhibitions and beginning to see gold loans as a meaningful financial tool to unlock the value of an asset they already own and use it to fulfil their aspirations.

“‘Sona Kya Nahi Kar Sakta’ is an open question—and we want people to discover their own answers.”

Customer Testimonial — Shri Gautam Das, West Bengal:

Sunheri Soch Anthem: 

Customer Testimonial – Shri Sagar Tigote, Maharashtra: