Kuala Lumpur, Malaysia – RHB has released its latest Chinese New Year festive film, ‘Dignity’, a campaign conceptualised by its long-time agency partner THE SHOUT GROUP (FCB SHOUT). The film centres on themes of self-worth, purpose and resilience, moving away from traditional portrayals of material success often associated with festive advertising.
The film is inspired by the true story of Yap Sue Yii, Co-founder and CEO of Komuniti Tukang Jahit, a Malaysian social enterprise that supports women from the B40 community by providing sewing skills training and fair income opportunities.
Since its inception as a small tailoring initiative, Komuniti Tukang Jahit has expanded to empower more than 800 women across the country, helping them rebuild confidence, independence and livelihoods through craftsmanship.
Dignity follows the journeys of women who are rebuilding their lives through sewing, portraying moments of uncertainty, perseverance and renewal. Set against the cultural backdrop of Chinese New Year, the narrative incorporates familiar festive symbols to reinforce its message. A recurring visual motif in the film is the lotus, which is used as a metaphor for resilience and new beginnings, reflecting the idea that dignity and self-belief can remain intact regardless of circumstance.
Commenting on the campaign, Abdul Sani, group chief marketing officer of RHB, said, “At RHB, our purpose has always been clear — to Make Progress Happen For Everyone. But progress, to us, is not just about financial growth or scale. It is also about giving people dignity and self-worth, and creating opportunities that allow individuals and communities that we serve to stand on their own with confidence and pride. It is about enabling people to move forward on their own terms, not through handouts, but through empowerment.”
He added, “Sue Yii and Komuniti Tukang Jahit are the very definition of what this purpose looks like in action. Through honest work and compassion, they are empowering B40 women to reclaim their independence, restore their confidence and build better futures for themselves and their families. Their story reminds us that real progress happens when we uplift others, not by changing who they are, but by helping them rise with dignity. We believe that this is the perfect story to share with the world this Chinese New Year.”
From a creative standpoint, THE SHOUT GROUP said the film was designed to resonate beyond the festive season by highlighting a universal human experience. Tjer, executive creative director of THE SHOUT GROUP, said, “We chose the lotus as a central symbol because of what it represents – strength, purity and dignity that remains untouched, no matter how difficult the environment.”
He added, “On the surface, this story may convey a strong and inspiring message about women empowerment. But on a deeper level, it’s essentially a human story that is relevant to anyone and everyone. It’s about how our dignity is something no circumstance can ever change and how sometimes, all it needs is the right opportunity to bloom into something greater. Again, we are always grateful to our production partners, D Moving Pictures and GT Records, for bringing this story to life with such delicacy and beauty.”
According to RHB, Dignity continues the bank’s long-standing approach of telling festive stories inspired by real Malaysians and real-life progress. Beyond the release of the film, RHB and THE SHOUT GROUP are developing plans to extend the campaign through on-ground engagements and community-led initiatives aimed at reinforcing the themes of empowerment, dignity and new beginnings.
