THE SHOUT GROUP Tells A Chinese New Year Story Rooted In Dignity For RHB

23 January 2026

by: Nathalie Tay

Titled ‘Dignity’, RHB’s latest festive film – conceptualised by the Bank’s long-time agency partner THE SHOUT GROUP (FCB SHOUT) – shifts the spotlight away from material wealth to something far more enduring: self-worth, purpose and the quiet strength that allows people to rise, no matter where they begin.

‘Dignity’ is inspired by the true story of Yap Sue Yii, the Co-founder and CEO of Komuniti Tukang Jahit, a social enterprise that empowers women from the B40 community through sewing skills and fair income opportunities. What began as a small tailoring initiative has since grown into a movement, uplifting more than 800 women across Malaysia by helping them regain independence, confidence and dignity, one stitch at a time.

‘Dignity’ follows the journey of women rebuilding their lives through craftsmanship, capturing moments of uncertainty, perseverance and renewal. As the narrative unfolds, it gently reveals its central truth: while the world may alter where you stand, it can never define who you are.

Set against the cultural backdrop of Chinese New Year, the film draws meaning from familiar festive symbols. The lotus, a recurring visual motif throughout the film, anchors the narrative with the story of resilience and new beginnings. Blooming from murky waters yet untouched by them, the iconic flower becomes a metaphor for the women whose lives have been reshaped by Sue Yii’s efforts, proving that dignity is not defined by circumstance, but by belief.

Yap Sue Yii on right | THE SHOUT GROUP Tells A Chinese New Year Story Rooted In Dignity For RHB — *(L)Yap Suei Yii (Right) with the actress that portrays her.*

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.”

“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.”

Cast crew | THE SHOUT GROUP Tells A Chinese New Year Story Rooted In Dignity For RHB — *The cast with the team from THE SHOUT GROUP and D Moving Pictures.*

Sharing the creative perspective behind the film, 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. 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.”

Launched on 22 January 2026, ‘Dignity’ marks another chapter in RHB’s long-standing commitment to telling meaningful festive stories inspired by real Malaysians and real progress. Beyond the film, both RHB and THE SHOUT GROUP are already developing plans to extend the campaign off-screen, with on-ground engagements and community-driven initiatives currently in the works to ensure the message of dignity, empowerment and new beginnings continues to resonate well.

Campaign Credits

Title: Dignity

RHB Bank

Group Chief Marketing Officer: Abdul Sani Abdul Murad

Head, Group Brand Comms: Tunku Hazli Tunku Tolha

Manager, Group Brand Comms: Anwar Amin

THE SHOUT GROUP (FCB SHOUT)

Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron

Executive Creative Director: Wang Ie Tjer

Creative Director: James Voon

Senior Brand Director: Timothy Teh

Copywriters: Katrina Azman, Felice Puah & Zaffirah Zakuan