Kuala Lumpur, Malaysia — CIMB has unveiled its new regional brand campaign, ‘Moving You Forward,’ a purpose-led platform designed to highlight how the bank helps customers, businesses and communities achieve meaningful progress across ASEAN.
The campaign marks the next chapter of CIMB’s brand evolution by reinforcing its commitment to advancing customers and society, which highlights the bank’s role in supporting personal ambitions, business growth, financial security, and stronger communities.
Rolling out across all ASEAN markets where CIMB operates, ‘Moving You Forward’ serves as a unified brand platform that aligns the group’s purpose, culture, and customer experience under one regional direction while being adapted to local markets to maintain a consistent brand identity across the region.
As part of the campaign rollout, CIMB is launching a series of executions across social media, digital out-of-home, traditional out-of-home advertising, a regional brand film, MRT wall installations, and on-ground and social activations to bring the platform to life.
Toni Darusman, Group Chief Brand and Marketing Officer at CIMB, shared that the campaign reflects the bank’s ambition to become a trusted partner that helps people across ASEAN move forward with confidence.
“At CIMB, there is a clear vision that guides everything we do, and that is to be the bank that advances the ambitions of people across ASEAN. Our ambition goes beyond banking alone; it is rooted in the belief that real, meaningful progress happens when business and society move forward together,” said Darusman.
“‘Moving You Forward’ reflects how we are bringing our purpose of advancing customers and society to life in a more meaningful and impactful way,” added Darusman.
Alongside the campaign launch, CIMB also hosted its inaugural CIMB Advancing Societies 2026 – Recognising Impactful Partners event, celebrating organisations and individuals creating positive social impact across ASEAN.
The initiative recognised 11 NGOs, community partners and social advocates from Malaysia, Singapore, Indonesia and the Philippines for their contributions to improving livelihoods, expanding access to education, protecting the environment and supporting underserved communities.
Ahmad Shahriman Mohd Shariff, CEO of CIMB Foundation and CIMB Islamic explained, “Real progress is not defined by programs or numbers alone, it is seen in how lives have improved, opportunities are created and the confidence communities gain to move forward. Across ASEAN, we are seeing individuals and organizations doing exactly that, often in ways that are deeply local but with impact that can be felt far beyond their communities.”
“We are proud to celebrate these individuals and organizations whose efforts are creating meaningful impact on the ground. Their work demonstrates what can be achieved when purpose is translated into action, creating lasting impact for communities,” added Shariff.
Together, the campaign and recognition programme reinforce CIMB’s broader strategy of positioning its brand around long-term progress, demonstrating how banking can create lasting value for individuals, businesses and society across the region.
