100 Years Strong: CIMB Celebrates with “Kita Bagi Jadi” Spirit

In 2024, CIMB launched a social movement, Kita Bagi Jadi (KBJ), as part of its 100-year anniversary, underscoring the bank’s purpose of advancing customers and society in contributing to the long-term success of Malaysia. The campaign celebrated positivity and the spirit of resilience amongst Malaysians in a campaign which highlights inclusivity together with continued investment in CIMB’s communities.

Celebrating the Spirit of Resilience

The Kita Bagi Jadi campaign further augments CIMB Group’s entrenched reputation as a trusted partner for the customers and communities it serves, leveraging its resources to foster economic empowerment, financial inclusion, and sustainability.

Supporting and Nurturing Talent

In music, the first ever CIMB Rising Start ASEAN singing competition was hosted, empowering the aspirations of talented youth across Malaysia, Indonesia, Thailand and Philippines.

Scha Nuril from Malaysia was announced as the competition’s inaugural champion. She went on to perform alongside Indonesian industry luminaries including Rossa, Tiara Andiri, Cakra Khan, Marcell, Ruth Sahanaya and Maudy Ayunda at the CIMB Niaga Kejar Mimpi Concert in Solo, Indonesia.

Adding further colour to the campaign, CIMB also sponsored the Malaysian Philharmonic Youth Orchestra (MPYO), enabling budding musicians to hone their performing skills. They have since made appearances at prestigious events such as CIMB Artober Art & Soul and the grand CIMB 100 Years & More Kita Bagi Jadi Concert.

The centerpiece of the campaign, the CIMB 100 Years & More Kita Bagi Jadi Concert, brought together 100 performers including beloved artistes Jaclyn Victor, Aina Abdul, Dayang Nurfaizah, Datuk Zainal Abidin, Hael Husaini, Azlan & The Typewriter, Scha Nuril, and Indonesia’s Cakra Khan for a 100-minute performance spectacular that shed light on CIMB’s century-long journey to life through music and storytelling.

Celebrating Achievement in Sports and Creativity

“Kita Bagi Jadi,” meaning “Let’s Make It Happen,” celebrates the spirit of resilience among Malaysians. This is best exemplified in brand icons S. Sivasangari, a rising star in Malaysian squash, who overcame a life-threatening car accident to return to competitive squash; and Olympian and world-class cyclist Dato’ Azizulhasni Awang, also known as ‘The Pocket Rocketman’, who had humble beginnings in Dungun, Terengganu.

CIMB’s commitment to encouraging excellence extends beyond sports, as the Group has been instrumental in fostering the growth of art in Malaysia. Through its annual art fair, CIMB Artober Art & Soul, it has generated over RM15 million benefiting the local art ecosystem and empowering more than 200 up-and-coming artists since inception.

CIMB Artober Art & Soul goes beyond visual arts by providing a space to showcase local crafts and fashion, such as the Tenun Pahang DiRaja, a traditional weaving craft produced by inmates in Pahang prisons. This initiative not only revives a cultural heritage but also provides inmates with a meaningful and creative outlet.

A 360-approach

The campaign’s impact from its 360-approach was amplified across the digital space reaching audiences across the nation and beyond. A short film celebrating Malaysian resilience was produced, featuring S.Sivasangari, Dato’ Azizulhasni Awang, and local designer Azzim Zahid Azmi, founder of the fashion brand Bulan Bintang.

The film has garnered over 11 million views, and the campaign was further bolstered by digital out-of-home (DOOH) advertising reaching 13 million viewers across 40 nationwide locations. Social media activations, including ticket giveaways and guerrilla performances by MPYO musicians, further wowed audiences and strengthened the Kita Bagi Jadi message.

CIMB and Its Communities

Over the past 100 years, the Group has been a key contributor to the country’s economic growth. It provided more than RM50 billion in loans being provided to small and micro-sized businesses (SMEs), the country’s biggest business sector, and lower income groups (B40).

As part of its corporate social responsibility efforts, the Group has also contributed RM150 million towards initiatives in sports, education, and the arts. Environmental sustainability has remained a key focus, with RM7 million contributed toward forest, river, and wetland conservation.

… And More

As CIMB enters its next century, it remains focused on broadening the reach of its initiatives. Toni Darusman, Group Chief Brand and Marketing Officer of CIMB, shared the Group’s aspirations:

“As we reflect on the KBJ milestones, it is clear that CIMB’s commitment to empowering individuals and communities goes far beyond banking. From championing young talents in music, art, and sports to advancing economic empowerment and sustainability, Kita Bagi Jadi has become a testament to what can be achieved when we come together with purpose and resilience,” he shares.

“As CIMB enters its next chapter, our focus remains on nurturing aspirations and delivering positive change. We hope to empower more success stories that embody the Kita Bagi Jadi spirit – stories of resilience, collaboration, and triumph that inspire others to join in making a difference.”

“Looking forward, CIMB is steadfast in its mission to drive greater impact. We wish to broaden the reach of the social movement, expanding its influence across the region and creating even more opportunities for individuals and businesses to thrive,” he added.