Suneheri Soch ( Season 2 ) - Muthoot Finance

Sunheri Soch was Muthoot Finance’s flagship campaign celebrating the spirit of self-reliance, brought alive through a musical anthem and animated stories. As part of the Red FM creative team, I led the direction and production of the campaign anthem featuring the top 10 RJs from across India. All the RJs were brought to Delhi for a choreographed studio shoot. The result was a visually rich, emotionally uplifting film that amplified the campaign’s core message through music and performance. The goal was to create something vibrant, emotional, and shareable—capturing the essence of everyday ambition in a song that resonated nationwide.

The campaign extended into a series of animated short films based on real transformation stories enabled by Muthoot’s gold loan services. I led the creative direction and motion graphics for these films, shaping an uplifting visual language.

Together, the anthem and stories formed a cohesive and emotionally resonant campaign that blended celebrity influence, authentic narratives, and bold visuals.

Lending an iconic touch, the anthem and the stories also featured voiceover and narration by Madhuri Dixit, adding depth and credibility to the message of empowerment.