CIMB has partnered with VML Malaysia to launch “BANGUN X KITA BAGI JADI,” a campaign that extends the bank’s brand narrative, Kita Bagi Jadi (Make It Happen), into a collective moment for Malaysians.
Unveiled ahead of Malaysia’s National Day, the campaign features hip hop artist Aman Ra and Olympic cyclist Dato’ Azizulhasni Awang in a music video collaboration. The project underscores CIMB’s focus on empowering Malaysians to pursue their goals and aspirations.
The initiative builds on CIMB’s “KITA BAGI JADI” campaign, which was introduced in 2024 as a rallying cry for progress. This year’s campaign emphasizes turning commitments into tangible results, using creative storytelling and unexpected partnerships to demonstrate how the bank supports outcomes for people across different backgrounds
“At CIMB, we believe in turning words into action for all Malaysians,” said Toni Darusman, Group Chief Brand & Marketing Officer at CIMB.
“The ‘BANGUN X KITA BAGI JADI’ campaign is more than just a collaboration; it’s a celebration of possibility, diversity, and the power of support. We’re proud to partner with VML Malaysia to bring this vision to life and to inspire Malaysians everywhere to pursue their ambitions.”
According to the campaign, the strategic insight, developed by VML Muslim Intelligence, identified a powerful tension in how Malaysians view success: while achievement is admired, opportunity often feels out of reach.
“By pairing Aman Ra’s street-level grit with Azizulhasni’s global discipline, the campaign embodies CIMB’s role as an enabler -connecting people to the resources, networks, and support they need to make things happen,” the agency said.
“Banks in Malaysia are often seen as corporate and distant, but with ‘KITA BAGI JADI’ and this year’s ‘BANGUN X KITA BAGI JADI,’ we’ve shown that creativity and cultural relevance are key to connecting with the nation,” said Kenni Loh, VML Malaysia CEO.
“This campaign is a testament to VML’s Connected Brands DNA – combining creativity, technology, and cultural insight to deliver impact at scale. We’re proud to help CIMB move beyond traditional advertising and create engaging moments that Malaysians want to share.”
The integrated campaign features a three-minute thematic music video, four tactical product videos, guerilla activations, and a TikTok campaign, all designed to keep the core story consistent while engaging audiences across multiple platforms.
Credits
Chief Creative Officer: Didi Pirinyuang
Chief Strategy Officer: Filipe Lampreia
Head of Client Engagement: Victoria Chu
Associate Planning Director: Farhanim Abdul Manan
Executive Creative Director: Suryadipura Salleh
Executive Creative Director: Phoecus Lee
Senior Business Director: Iskandar Putra
Senior Account Director: Shareena Gill
Associate Creative Director: Lim Kui Onn
Creative Group Head: Afiq Deen
Account Manager: Afi Ruslan
Senior Art Director: Shazana Ibrahim
Senior Art Director: Lawrence Loh
Copywriter: Ahza Azary
Executive Producer: Mike Chong
