CIMB rolls out new brand campaign “Moving You Forward” across ASEAN

A strategic brand direction to fulfill customer promise

CIMB has introduced “Moving You Forward”, a new regional brand campaign designed to connect the role banking plays in advancing the ambitions of customers and societies across ASEAN. 

It was built on the belief that progress is deeply personal and that financial institutions can play a meaningful role in helping individuals and businesses move closer to their aspirations.

The campaign positions CIMB as an enabler that helps customers navigate change, seize opportunities and take their next steps with greater confidence. 

CIMB is focused on the outcomes it can empower, from business expansion and financial security to education, community development and environmental protection.

“Moving You Forward” will serve as a strategic brand direction across its regional markets while allowing communications to remain relevant to local audiences.

The campaign will be introduced in phases through social media, digital out-of-home and out-of-home placements. Its rollout will also include a brand film, wall-art installations at selected MRT locations, on-ground activities and social activations.

Toni Darusman, Group Chief Brand and Marketing Officer at CIMB, said “The Moving You Forward reflects our belief that progress is not defined by where people are today, but by where they aspire to be tomorrow. Increasingly, customers are looking beyond products and services.

They want a trusted partner that gives them the confidence, access and support to take the next step, no matter how big or small. This campaign embodies CIMB’s commitment to helping customers and communities across ASEAN realise meaningful progress in their lives.”

“At CIMB, we believe progress is deeply personal. The campaign signals a more proactive role by the bank in uplifting the communities and reflects our deep commitment in moving our customers and communities across ASEAN to achieve meaningful progress.”

Celebrating the people and partners who are moving communities forward

Alongside the launch of the campaign, CIMB held its inaugural Advancing Societies 2026 – Recognising Impactful Partners event, to acknowledge its CSR partners involved in economic empowerment, education, financial literacy, mental health, elderly wellbeing, environmental conservation and social inclusion across Malaysia, Singapore, Indonesia and the Philippines.

National track cyclist and CIMB Brand Ambassador Dato’ Azizulhasni Awang also received the bank’s Kita Bagi Jadi Hero recognition, acknowledging both his sporting career and his commitment to uplifting communities beyond the track.

Through his involvement in CIMB’s community engagement initiatives, including outreach activities at PPR under the Santuni MADANI programme, Azizul has continued to inspire and empower Malaysian youth, demonstrating resilience, perseverance and the spirit of giving back beyond the competitive arena.

Ahmad Shahriman Mohd Shariff, Chief Executive Officer of CIMB Foundation and CIMB Islamic, said social progress should be assessed through the opportunities and confidence created within communities rather than through numbers alone.

“Our approach focuses on enabling individuals and communities to initiate and lead initiatives that are sustainable in the long term, building the capability and resilience needed for them to thrive independently,” he said.

Supporting entrepreneurs and underserved communities

Among the initiatives was Indonesia’s Berdaya Bareng Foundation, which has worked with CIMB Niaga since 2022 to support micro, small and medium enterprises in Eastern Indonesia.

Through entrepreneurship training, digital literacy programmes and interest-free financing, the partnership has reached 979 MSMEs, with funding provided to 150 businesses.

Three local MSME communities have also been established to support longer-term collaboration and growth.

In Malaysia, Yayasan Tunku Abdul Rahman scholarship recipient Ong Yong Xun was commended for founding JomStudy, an education technology platform offering free learning resources and artificial intelligence-powered tools. The application surpassed 500,000 downloads in 2025.

Empower and Transform (EAT) was also recognised for making financial education more accessible in the Philippines.

Through the SalveSays multimedia platform, the organisation reaches more than one million followers, with content aimed particularly at overseas Filipino workers, single mothers and underserved communities.

Addressing mental health and social isolation

In the health and community wellbeing category, Malaysian organisation Thrive Well was lauded for its K.A.M.I. Safe Space Programme.

Implemented alongside Teach For Malaysia, the initiative provides emotional wellbeing workshops, peer support and community-based mental health resources for young people and parents.

Since 2021, it has graduated 69 participants, trained 15 community ambassadors and reached more than 500 families.

Singapore’s Lions Befrienders was acknowledged for supporting senior citizens through active-ageing programmes across 10 community centres.

Its activities, including Seniors Day Out in partnership with CIMB Singapore, aim to strengthen social connections and encourage greater community participation among older adults.

Connecting conservation with livelihoods

Environmental organisations were also featured as part of the programme.

Indonesia’s KEHATI Foundation has partnered with CIMB Niaga since 2012 on conservation and community empowerment initiatives centered on sustainable bamboo planting.

As of 2025, the programme had planted 115,400 bamboo trees and 6,430 economically valuable plants, including durian, avocado, cocoa, nutmeg, vanilla and coffee.

It had also provided capacity-building training to more than 2,000 community members and was estimated to have absorbed over 15,000 tonnes of carbon dioxide.

In Malaysia, WWF-Malaysia was recognised for its work to protect the Ulu Muda Forest Complex, an important water catchment that supports more than 4.2 million people and a significant proportion of the country’s rice production.

Supported by CIMB Islamic, the programme has contributed to the expansion of ecological linkages by 4,227 hectares and to longer-term conservation policies.

The partnership also covers conservation efforts in the Setiu Wetlands, Fraser’s Hill Forest Complex and Ulu Kalumpang Forest Reserve.

Creating opportunities through inclusion

Several initiatives focused on reducing social barriers and creating opportunities for underserved groups.

Sinergi Mahakarya from Indonesia was honoured for supporting children with special needs through creative entrepreneurship.

What began as a small project producing handcrafted prayer beads has expanded into a platform that showcases creative products while generating income for participating families and caregivers.

Meanwhile, PAVE Philippines was recognised for its support for survivors of sexual violence through counselling, advocacy and awareness initiatives addressing gender-based violence.

Halogen Singapore was also acknowledged for its work with underserved young people. Through entrepreneurship education, mentoring and leadership development, its Network for Teaching Entrepreneurship programme helps participants develop practical business skills, confidence and access to future opportunities.

By launching “Moving You Forward” alongside the recognition of impactful partners across the region, CIMB has brought to life the central idea behind its new brand promise; progress is not simply about where people are today, but where they can go tomorrow. 

From supporting entrepreneurs and students to strengthening communities and protecting the environment, the stories celebrated at the event demonstrate that moving forward takes many forms.

Together, they reflect CIMB’s aspiration to be more than a financial institution — to be a partner that helps individuals, businesses and communities pursue their ambitions, overcome challenges and create a better future for all.