CIMB Drops Culture-Driven Collab with Aman Ra and Azizulhasni Awang

CIMB is making its brand rallying cry, Kita Bagi Jadi, more than a slogan — it’s turning it into culture. Ahead of Malaysia’s National Day, the bank partnered with VML Malaysia to drop Bangun x Kita Bagi Jadi, a music-led campaign that pairs two unlikely icons: hip hop artist Aman Ra and Olympic cycling champion Dato’ Azizulhasni Awang.

The three-minute music video fuses Aman Ra’s raw energy with Azizulhasni’s world-class discipline, a collaboration that reflects CIMB’s ambition to empower Malaysians of all backgrounds to rise, push limits, and achieve what once felt out of reach.

“At CIMB, we believe in turning words into action for all Malaysians,” said Toni Darusman, Group Chief Brand & Marketing Officer, 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.”

VML’s cultural intelligence team identified a tension at the heart of Malaysian ambition: while success is admired, access and opportunity often feel distant. By uniting two figures from vastly different worlds, the campaign embodies CIMB’s role as an enabler — connecting ambition with resources, networks, and support.

“Banks in Malaysia are often seen as corporate and distant, but with Kita Bagi Jadi and now Bangun x Kita Bagi Jadi, we’ve shown that creativity and cultural relevance are key to connection,” said Kenni Loh, CEO of VML Malaysia. “This campaign is a testament to VML’s Connected Brands DNA — combining creativity, technology, and cultural insight to deliver impact at scale.”

The integrated rollout spans music video, tactical product spots, guerrilla activations, and a TikTok-led push designed for shareability. At its heart, the campaign repositions CIMB not just as a bank, but as a cultural catalyst that moves beyond traditional advertising to create moments Malaysians can rally around.

Watch the official music video here: