CIMB Bank Unites Malaysian Icons to Reinforce Make It Happen Movement

CIMB and VML Malaysia have partnered to launch 'BANGUN X KITA BAGI JADI,' a bold new campaign that transforms the bank’s brand narrative – Kita Bagi Jadi (Make It Happen) – into a shared moment for all Malaysians. The campaign, unveiled ahead of Malaysia’s National Day, brings together two of the nation’s most celebrated talents - hip hop artist Aman Ra and Olympic cyclist Dato’ Azizulhasni Awang - for a music video collaboration underscoring CIMB’s dedication to empower all Malaysians to achieve their hopes, ambitions and aspirations.

Building on the momentum of CIMB’s 'KITA BAGI JADI' campaign, which debuted in 2024 as a rallying cry for progress, this year’s campaign turns promises into proof. Through creative storytelling and unexpected partnerships, the campaign demonstrates how CIMB delivers real outcomes for people from all walks of life.

“At CIMB, we believe in turning words into action for all Malaysians,” said Toni Darusman, group chief brand and 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.”

The campaign’s 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.

​Kenni Loh, VML Malaysia CEO added, “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. 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.