Tag: RHB Bank

Kuala Lumpur, Malaysia – RHB Bank, in partnership with The Shout Group, has unveiled its Hari Raya 2025 campaign, “Sulaman Kebersamaan” (Belonging), which is anchored by a meaningful partnership with Baju Raya Project. Said project is aimed at bringing communities together through the spirit of giving and sharing Raya clothes.

Baju Raya Project is an annual not-for-profit initiative dedicated to collecting pre-loved Raya clothing from donors across the community. Volunteers then gather to sort, clean, and distribute these garments to orphans and single mothers. 

This year, leveraging on RHB Bank’s extensive reach, the project successfully took place at the RHB Centre on Jalan Tun Razak, resulting in an extraordinary collection of close to 9,000 Raya clothes, which were then subsequently donated to 16 orphanages around Kuala Lumpur.

To complement the initiative, FCB SHOUT conceptualised and produced RHB’s Hari Raya 2025 film, which is inspired by true events surrounding Adib Khalid, the director of the Baju Raya Project. The film sheds light on the poignant stories of orphans who often feel left behind during Raya festivities, capturing the genuine essence and motivations behind the initiative.

Abdul Sani, group chief marketing officer at RHB Bank, said, “Raya clothes have always been a symbol of belonging. Malaysian families traditionally wear matching outfits during celebrations to signify kinship and unity. Sadly, orphans and the less fortunate often miss out on this heartwarming experience.”

He added, “We are glad that initiatives like Baju Raya Project exist, and I’m even prouder that this year, RHB is actively playing a role in supporting their cause. It was profoundly inspiring to see donors and volunteers unite passionately at RHB Centre to transform old clothes into new hope for those who need it most, as that truly exemplifies our brand belief of ‘Together We Progress’.”

Meanwhile, Tjer, executive creative director of FCB SHOUT, commented, “Our film is not merely about Raya clothes; it explores the deeper meaning behind them. Beyond fashion or style, this is a celebration of the power of togetherness, compassion, and empathy – all of which are core values intrinsic to Hari Raya. We wanted this film to portray a profound sense of belonging felt by not only the receivers but also the givers, so that it serves as a reminder that generosity is more than a charitable act; it’s an acknowledgment of shared humanity.”

They added, “I’m glad that the powerful lesson in unity and compassion is beautifully illustrated through the inspiring acts of the incredible people behind this initiative, and my special acknowledgment goes to our production partners at D Moving Pictures, GT Records, and Asia Pacific Videolab for doing their story justice.”

Lastly, Ong Shi Ping, co-owner of FCB SHOUT, added, “True generosity is measured not by what we give, but by the lasting impact and deep sense of belonging that we create. This story captures that thought so beautifully, encouraging us all to reflect on our shared responsibility to ensure no one feels left behind, especially during moments meant for celebration and togetherness.”

Kuala Lumpur, Malaysia – RHB Bank, in collaboration with The SHOUT Group/FCB SHOUT, has released its latest Chinese New Year campaign which is based on the true story of Tan Swee Ban, founder of the Peace & Harmony Home, a not-for-profit nursing centre–and details what is the true measure of wealth.

While starting a nursing home is indeed a noble and remarkable act in itself, what made Tan’s heart-wrenching yet inspiring story spread like wildfire all over social media over the past few months was the sacrifices that he made in order to start and maintain the home. 

Told from the perspective of Tan’s mother, the film explores the conflicted emotions of a parent who had to witness and support her son sacrifice his career, his house, his time and even his health in order to serve those who had nothing to offer him in return. 

Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said, “We often associate a person’s legacy with the material wealth that they leave behind, but Mr. Tan’s remarkable story completely flips this notion. He demonstrated that true wealth is measured by one’s actions, which ultimately become their lasting legacy.”

He added, “As Chinese New Year is a celebration that is closely tied to the concept of prosperity, his story feels especially meaningful. Mr. Tan’s selflessness serves as a timely reminder to value not just what we see, but what we feel in our hearts – because that is the kind of wealth that endures for a lifetime. To me, this is the essence of true progress.”

Meanwhile, Tjer, FCB SHOUT’s Executive Creative Director, commented, “When we discovered Mr. Tan’s story, we were immediately moved by the journey of his greatest supporter – his mother. Supporting her son as he chose to sacrifice almost everything in his life to selflessly serve others would be challenging for any parent. And yet, despite being sent to a nursing home by her own son – a scenario that many parents would consider their greatest nightmare – it actually became her source of pride.”

He added, “This poignant conflict of emotions is what makes the story so powerful, and I’d like to extend a heartfelt appreciation to our production partners at D Moving Pictures and GT Records for capturing it so beautifully.”

Lastly, Ong Shi Ping, co-owner and chief creative officer at FCB SHOUT, said, “This story hits home, especially during a season like this when we’re all so focused on pursuing material wealth. This Chinese New Year, as we celebrate prosperity, let’s take a moment to think about the connections we build and the impact we leave behind. At the end of the day, it’s not about what we have, but what we give – that’s the kind of wealth that truly defines who we are and makes this festive season even more meaningful.”

‘Wealth’ was released on 15 January 2025 and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on 29 January 2025.

Kuala Lumpur, Malaysia – RHB Bank has released their latest Chinese New Year film, which was conceived and created by creative agency FCB SHOUT, which tells the life story of Beatrice Leong, an autistic rights activist and filmmaker who only found out she is autistic when she was in her 30s.

Titled ‘Acceptance’, the film was directed and narrated by Leong herself and shot entirely from a first person’s POV, allowing the viewer to see the world through her eyes and better understand how an autistic person processes the things around them.

The film talks about Leong struggles in coping with being different, constantly feeling unwanted and unaccepted by the world that simply couldn’t understand her. After learning about her diagnosis, her life dramatically turned around, taking great strides as an autism activist, becoming a beacon of hope for people who are autistic – especially women in Malaysia.

Her new purpose led to the foundation of her NGO called ‘Autism Inclusiveness Direct Action Group’, which champions representation for the autistic community in media spaces and policy-making.

Talking about the film, Abdul Sani Abdul Murad, group chief marketing officer of RHB Banking Group, said, “At RHB, we are committed to making progress happen for everyone, and our various Diversity, Equity and Inclusion (‘DEI’) initiatives are testament to this. This heartfelt and personal film by Beatrice Leong reaffirms our commitment to continue supporting the neurodiverse community and serves as a timely reminder during this festive period to embrace and celebrate one’s true self.”

Meanwhile, Tjer, head of creative at FCB Shout, commented, “It was really exciting to produce a film that was shot from a first person’s POV, but we did it not just because we wanted to do something different; there’s actually a deeper meaning behind the technique. Beatrice spent much of her life hiding and running away from the world. That inspired us to tell her story without actually showing who she really is, right until the very end.”

“Doing so also allows us to let the viewers experience what being an autistic person is like in an immersive manner, so that they can have a better understanding of this condition and begin to embrace and celebrate the differences in people,” added Tjer. 

‘Acceptance’ was released on January 29, 2024, and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on February 10, 2024.

Kuala Lumpur, Malaysia – Banking company RHB Bank and media group Star Media have teamed up to launch #JomSapot BeliLokal 2.0, an online platform that helps small and medium-sized enterprises (SMEs) spread brand awareness as well as boost sales and revenue. 

Said online platform, which is the second iteration of its kind this year, onboards celebrity actress, TV host, and entrepreneur Sazzy Falak as the brand ambassador for participating SMEs. 

The platform was first conceptualised in 2022 to give SMEs a leg up after the pandemic and help the economy recover and thrive. 

SMEs can get a free video advertisement specially curated for their brand, products, and services. AI technology is also added to the mix, using voice and facial recognition software to recreate Sazzy Falak’s face and voice patterns to match the details provided by the SMEs. 

For Lydia Wang, chief business officer at Star Media Group, the platform not only provides SMEs opportunities to market their products and services, but also helps them to leverage celebrity power to grab customer attention.

“SMEs are the backbone of the economy, and we are continuing these efforts, working together with partners such as RHB to help these businesses get back on their feet. One of the biggest challenges for SMEs is marketing, primarily from the aspect of cost and effectiveness,” she said.

Wang added, “By partnering with Sazzy Falak, this campaign enhances their brand’s reputation with ‘star power’ – giving charm to the brands and helping them gain a competitive edge in the market.”

She also noted that the platform would feature the Awesome Lokal Guide which increases customer engagement and traffic for the participating SMEs.

Meanwhile, Yip How Nang, SME banking head at RHB Bank, commented that with SMEs facing multiple macroeconomic headwinds, these businesses need help to stay on a growth trajectory.

“Our goal is to rally the nation to support local businesses by buying from SMEs. We have already helped over 8,000 business outlets that signed up with us since our campaign’s launch. Under this campaign, SMEs get to list their businesses on both RHB #JomSapot and SMG’s BeliLokal platforms at no additional charge,” he said.

Lastly, Falak said, “As an entrepreneur myself, I can relate to the struggles that local businesses face. I understand how hard it can be to build and grow a business in today’s world. Since the Covid-19 pandemic and the multiple lockdowns, the business landscape has changed so much. So I’m delighted to be partnering with RHB and Star Media Group in #JomSapot BeliLokal 2.0, as local businesses need all the help they can get in this competitive market.”

Kuala Lumpur, Malaysia – To commemorate the celebration of Hari Raya, Malaysian bank RHB Bank has unveiled an inspiring film to prove that even the smallest things can be an instrument to create a bigger purpose. The ad was done in collaboration with ad agency FCB Shout.

The 4-minute film titled ‘Pengembaraan Sempurna’ (A Perfect Journey), features the real-life story of Ramli Aziz, a retired police officer who lost one of his legs due to vascular failure. Due to the current lack of bicycles in the market that are suitable for people with disabilities like himself, Aziz was inspired to create disabled-friendly bicycles using recyclable items.

Eventually, he meets his neighbour who is also a disabled boy that loves bicycles, Aziz similarly becomes a beacon of light and hope by roping in the young boy and working with him to create the said special form of bicycle.

Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said that as a bank that fulfills ESG commitments, the story is personally important to them because they believe that recycling and repurposing are the ways to create a sustainable future for everyone.

Meanwhile, Tjer, FCB SHOUT’s head of creative, added, “This story is as much about environmental sustainability as it is about humanity, and to be able to shine the spotlight on both with such a charming and relatable true story was not an easy feat.”

“While Hari Raya is a time where we look forward to new beginnings, perhaps Pak Cik Ramli’s story can inspire us to also look deeper into the things or people around us that have been left behind by the world, so that we can find a newer and even greater purpose for them to keep progressing,” Ong Shi Ping, FCB SHOUT’s Co-Owner and chief creative officer, added.

Recently, FCB Shout has also crafted a Raya campaign for Pepsi to encourage people to minimise screen time and spend more time with their families.

Kuala Lumpur, Malaysia – Malaysian banking company RHB Bank, in collaboration with creative agency FCB SHOUT, has released a new campaign titled ‘The Extra Mile’ highlighting the former’s customer-first culture and service excellence values.

The campaign features a short film inspired by the true story of two RHB staff from Kuala Kangsar, who travelled 140 kilometres to Gerik during the pandemic to help a bedridden customer withdraw his Employees Provident Fund for medical expenses.

Speaking about the campaign, Group Chief Marketing Officer of RHB Group Abdul Sani Abdul Murad said, “We knew right from the get-go that a commercial about RHB’s commitment in providing service excellence has to be based on a true story of our staff, because the RHB  brand that Malaysians have come to know and love is not built by the numbers in our annual report or the products that we have, but by our people.”

He added that the campaign is aimed at showing the public the “unsung heroes” of the company, who go beyond their call of duty by providing the best service possible.

Meanwhile, Tjer, FCB SHOUT’s head of creative, added, “The pressure on us was immense because we had to do justice to such an incredible true story. We could’ve taken the easy way out by simply producing a documentary, but to stay true to the work that the agency has been creating for RHB over the years, we took up the challenge to produce a commercial that contains a cornucopia of entertainment, emotions and unexpected twists.”

Tjer also thanked their production partners D’Moving Pictures and Grand Theft Records for making the campaign possible. 

“While brand commercials about service excellence are neither new nor rare, what makes ‘The Extra Mile’ such a uniquely powerful story is the fact that it’s based on a true story. This film is proof that RHB is a bank that truly walks the talk,” FCB SHOUT’s Co-Owner and Chief Creative Officer Ong Shi Ping, concluded.

RHB Bank has also previously released creative advertisements to celebrate Eid/Hari Raya and Chinese New Year.

Kuala Lumpur, Malaysia – Boost, the fintech arm of Axiata Group, and RHB Banking Group have secured the digital bank licence (DBL) issued by Bank Negara Malaysia (BNM).

This partnership between Boost and RHB to form a Digital Bank consortium was announced last June 2021, with Boost owning a majority stake of 60%, and RHB owning the remaining 40% in the Digital Bank to drive innovation, increase competitiveness, and fast-track the country’s digital transformation ambition.

To deliver on the key criteria established by BNM, both parties will combine their deep expertise in specific areas – Boost’s extensive fintech experience and RHB’s intimate knowledge in banking services and risk management, to build a comprehensive suite of affordable and accessible digital banking and financial solutions. The aim will be to create greater access for financial inclusion digitally amongst the underserved and unserved segments.

Dato’ Izzaddin Idris, Axiata’s president and group CEO, and is also the chairman of Boost, said that this is a significant milestone for Axiata’s fintech business and validation of the strong value proposition they bring to the table with their partner RHB Banking Group.

“Securing this license in our home ground delivers multi-pronged opportunities to address ongoing digitalisation shifts across our businesses. On one hand, we can now deliver financial inclusion to underserved and unserved segments such as the MSMEs community as they scale for growth to support the nation’s economic recovery. At the same time, we’re able to actively meet demand from our expanding digital-first consumer base seeking convenient, improved, and secure user experiences for banking and credit access. This development also reinforces Boost’s experience and capabilities to pursue regional opportunities in this high-growth segment,” added Idris.

Over the past few years, Boost has been laying the foundation and building the essential blocks for a digital bank, one of which is through a large lending business via Boost Credit. Through this, the fintech player has developed a large digitally engaged core customer base with deep data-driven insights to break new grounds to build strong value propositions that solve the pain points of the underserved. Partnering with RHB, Boost will be able to leverage the latter’s banking expertise, as it has been making significant investments in building technology platforms and hopes to be able to launch the service in the near term.

Both will also leverage RHB’s Agile@Scale model to achieve speed in delivery and productivity as well as in building successful digital offerings similar to what has already been achieved in existing innovative offerings such as the RHB MyHome app, RHB SME eSolutions, SME Online Financing, RHB Reflex, and eKYC onboarding solutions.

Moreover, Boost has signed an MOU with Credit Guarantee Corporation Malaysia (CGC) in June last year through its subsidiary, Boost Credit for a potential digital bank guarantee. The MoU encompasses two key parts – the first is a commitment to explore extending a Portfolio Guarantee for the future Digital Bank’s MSME focused loans, and the second involves collaboration with CGC in taking up referrals to provide financing for eligible MSMEs without collateral.

Sheyantha Abeykoon, Boost’s group CEO, noted that the Digital Bank will be a catalyst for greater financial inclusion and aligns with the fintech’s core mission to financially empower and support users and merchants. 

“The award of the digital banking licence now fulfils our vision of becoming a full spectrum fintech player in the region to better serve the underserved and as one of the pioneers in the industry, we look forward to this very exciting journey in creating an inclusive digital and financial ecosystem for all Malaysians together with RHB via the digital bank,” said Abeykoon.

Meanwhile, Mohd Rashid Mohamad, RHB’s group managing director and group CEO, commented that they are privileged to be part of this exciting chapter for the financial services industry in Malaysia, as the Digital Banking license granted to RHB and Axiata is an important step in reinforcing their commitment to continuously enhance their value propositions and better serve their stakeholders, particularly in providing quality financial services to a wider range of customers, in this case – underserved businesses and individuals in Malaysia. 

“Our joint customers will gain access to credit that is digital, nimble, and secure. Which ties in well with RHB’s brand commitment to delivering simple, fast and seamless experiences. We look forward to playing our part in charting the industry’s evolution into this exciting era of digital banking and making progress happen for everyone,” said Mohamad.

Kuala Lumpur, Malaysia – RHB Bank, a Malaysian banking company, together with Malaysia-based advertising agency FCB SHOUT, has launched a new campaign titled ‘Sama, Bersama’ (All the Same). The campaign, which is for the celebration of Eid/Hari Raya, aims to shed light on the predicament of refugees in Malaysia. 

The film tells the tale of 27-year-old activist Arissa Jemaima Ikram Ismail, who, through the NGO she founded, provides free lessons to the thousands of illiterate refugees living in Malaysia. 

Throughout the film, Arissa’s relationship with a refugee developed from being strangers to good friends over a chance meeting and the many language lessons that followed, which eventually helped the refugee achieve her own dream despite being in a foreign land where nobody understood her.

IeTjer Wang, FCB Shout’s head of creative, said that they had many rounds of internal discussions to decide if they should pursue this story, given the sensitive nature of the subject. 

“Eventually, it was RHB Bank’s non-discriminating, the all-inclusive brand purpose of ‘making progress happen for everyone that gave us the confidence to confront this social topic and turn it into an insightful lesson about acceptance and understanding, instead of taking an easier route and sweeping it under the carpet. Big thanks to our amazing production partners at D’Moving Pictures and Grand Theft Records for turning the story into something far more beautiful than we imagined, Wang said.

‘Sama, Bersama’ is said to be a continuation of RHB‘s new ESG (Environmental, Social, and Governance) ambitions, and it sheds light on an ongoing social issue plagued by misinformation and stigma. 

Abdul Sani Abdul Murad, Chief Marketing Officer of RHB Group, shared the campaign is extremely timely given how refugee crises are happening around us every day – not only in other countries but also here at home. 

“If we can look beyond the differences in the language we speak, the way we look and even the places we call home, we will realise that we are actually more similar than we think, and we can celebrate that fact by making progress happen for one another without prejudice. That is not only the spirit of Hari Raya, but also of our brand’s belief of ‘Together We Progress’,” Murad added.

Ong Shi Ping, FCB Shout’s co-owner and chief creative officer, commented, “Progress is a universal language. It means the same to us as it is to someone living thousands of miles away in a foreign land. So, if we truly want to progress together, we need to remove the judgement and fear of what we do not understand from our vocabulary and start sharing what we have in common as people – understanding, empathy and kindness.”

The campaign was launched on 21 April 2022 and is running across all RHB Bank’s social and digital channels in conjunction with the Eid/Hari Raya festive celebration. 

Kuala Lumpur, Malaysia – RHB Premier, the premier banking services arm of RHB, has launched its newest integrated campaign which aims to convey its belief in applying the century-old bank’s tried and tested financial wisdom of the past to the wealth and investment landscapes of today and tomorrow.

Titled ‘Golden Wisdom’, the campaign depicts two renowned custodians of Chinese art – traditional calligrapher Ong Chia Koon, and contemporary visual artist Jaemy Choong, who unknowingly go head-to-head in bringing to life three wealth management concepts using their own respective art forms. As they both finished their artworks, both of their works were dramatically combined to create artistic masterpieces that were greater than the sum of their parts. 

The two artists, meeting for the first time throughout the whole co-creating process, then came to a realization that the wisdom of yesterday can indeed guide one today to the success of tomorrow.

The campaign, made possible by creative agency FCB Malaysia, aims to mark the bank’s long-term aspiration to become the bank of choice for affluent Malaysian Chinese. 

Abdul Sani Abdul Murad, group chief marketing officer at RHB Bank, noted that as the ‘Golden Wisdom’ campaign marks its first-ever brand campaign, they did not only stop at embarking on something that no other financial institutions in Malaysia had attempted before, but also establish the philosophy behind the bank’s approach to wealth management and investment.

“I believe we’ve achieved that with the help of Chia Koon and Jaemy, two personalities from different ends of the artistic spectrum who managed to leverage on their respective past and present techniques to co-create something that neither of them could achieve alone. To me, this collaboration is a true encapsulation of our brand belief of ‘Together We Progress’,” Murad said.

Aside from their appearance in the film, the three Golden Wisdom artworks – which feature fusions of traditional strokes and modern touches – were then used as print advertisements, social media content, and other communication materials for RHB Premier’s suite of wealth management products.

Speaking about the creative process, Tjer Wang, creative director at FCB Malaysia, stated that selling the idea of ‘Golden Wisdom’ during the pitch was an exciting experience for them, because it was such a refreshing, bold, and ambitious take on a subject that is generally perceived as uninteresting due to financial institutions always choosing to ‘play it safe’ when it comes to premier banking communications.

“And if I’m going to be totally honest, that was also the reason why our excitement quickly turned into nervousness after we had won the pitch. Pushing the envelope of creativity to introduce a brand that’s as well-regarded as RHB Premier could only end in two ways — a complete disaster or a resounding triumph. But thanks to the good people at RHB Premier who never stopped believing in us and the idea, and the amazing efforts of our production partners in Restless Productions and GT Records, this campaign came out a winner,” Wang added.

Meanwhile, Ong Shi Ping, co-owner and chief creative officer at FCB Malaysia, commented, “What we’ve achieved with ‘Golden Wisdom’ is building a sustainable platform for the bank to continue introducing their wealth and investment products around a compelling and unique story behind the brand’s philosophy. So, ‘Golden Wisdom’ marks the start of a long and exciting journey for RHB Premier, and you can expect to see a lot more audacious work from the brand in the near future.”

Kuala Lumpur, Malaysia – In conjunction with the Deepavali festive celebration, also known as Festival of Lights celebrated on 4 November, banking institution RHB has launched a new campaign film, aimed at showing the essence of true beauty at the time of hardships.

The new campaign, which was created together with advertising agency FCB Malaysia, tells the true story of Nisha Thayananthan, the reigning Miss Earth Malaysia, who is not just a beauty queen but also a doctor who fought in the frontlines amid the nation’s battle in the pandemic. 

Titled ‘The Inner Light’, the film features Thayananthan’s journey in discovering her ‘inner beauty’ after spending many of her growing-up years pursuing only what’s beautiful on the outside. Told through two separate timelines of her life – a teenage Thayananthan and the Thayananthan of today, the film highlights how Thayananthan’s mother, through her humanitarian work, inspired the beauty queen to embrace her inner beauty through a simple act of kindness.

Abdul Sani Abdul Murad, RHB Group’s chief marketing officer, shared that it may be an emotional coming-of-age film on the surface but that the film also aims to be a heartfelt tribute to the nation’s frontliners. 

“It’s important that we never forget the amazing efforts and contributions from the thousands of selfless heroes like Nisha that have helped us get back on our feet. Their acts are the true definition of ‘Together We Progress’,” said Murad.

Meanwhile, Tjer Wang, FCB Malaysia’s creative director, shared that it’s been a challenge at first to do Thayananthan’s story justice using two separate timelines.

“But thanks to the guidance and expertise from our production partners at D1 Productions and GT Records, we’re ecstatic that we managed to bring the whole idea to life,” said Wang. 

Ong Shi Ping, the co-owner and chief creative officer at FCB Malaysia, said, “Even as we are slowly rebuilding our lives and attempting to put the challenges of the pandemic behind us, we should always remember the kindness and selflessness that we’ve shared during our darkest times together, and then bring them along with us into the future.” 

The campaign is currently running across all RHB Bank’s social and digital channels.