Posted on by Nathalie Tay
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The SHOUT Group / FCB SHOUT Weaves Threads of Belonging For RHB Bank’s Hari Raya Campaign
28 Mar
RHB Bank – in collaboration with its creative agency FCB SHOUT – proudly unveils its Hari Raya 2025 campaign, “Sulaman Kebersamaan” (Belonging), which is anchored by a meaningful partnership with Baju Raya Project.
Baju Raya Project is an annual not-for-profit initiative dedicated to collecting pre-loved Raya clothing from donors across the community. Volunteers then gather to sort, clean, and distribute these garments to orphans and single mothers.
This year, leveraging on RHB Bank’s extensive reach, the project successfully took place at the RHB Centre on Jalan Tun Razak, resulting in an extraordinary collection of close to 9,000 Raya clothes, which were then subsequently donated to 16 orphanages around Kuala Lumpur.
RHB volunteers with the Baju Raya Project team at RHB Centre, the venue for this year’s collection drive.
Abdul Sani, Group Chief Marketing Officer of RHB Bank, said, “Raya clothes have always been a symbol of belonging. Malaysian families traditionally wear matching outfits during celebrations to signify kinship and unity. Sadly, orphans and the less fortunate often miss out on this heartwarming experience.
We are glad that initiatives like Baju Raya Project exist, and I’m even prouder that this year, RHB is actively playing a role in supporting their cause. It was profoundly inspiring to see donors and volunteers unite passionately at RHB Centre to transform old clothes into new hope for those who need it most, as that truly exemplifies our brand belief of ‘Together We Progress’.”
To complement the initiative, FCB SHOUT conceptualised and produced RHB’s Hari Raya 2025 film, which is inspired by true events surrounding Adib Khalid, Director of the Baju Raya Project. The film sheds light on the poignant stories of orphans who often feel left behind during Raya festivities, capturing the genuine essence and motivations behind the initiative.
Abdul Sani, RHB Group Chief Marketing Officer with Adib Khalid, Director of the Baju Raya Project.
Tjer, Executive Creative Director of FCB SHOUT, commented, “Our film is not merely about Raya clothes; it explores the deeper meaning behind them. Beyond fashion or style, this is a celebration of the power of togetherness, compassion, and empathy – all of which are core values intrinsic to Hari Raya.
We wanted this film to portray a profound sense of belonging felt by not only the receivers but also the givers, so that it serves as a reminder that generosity is more than a charitable act; it’s an acknowledgment of shared humanity.
I’m glad that the powerful lesson in unity and compassion is beautifully illustrated through the inspiring acts of the incredible people behind this initiative, and my special acknowledgment goes to our production partners at D Moving Pictures, GT Records, and Asia Pacific Videolab for doing their story justice.”
Adib Khalid on location with FCB SHOUT, D Moving Pictures and cast members.
Ong Shi Ping, Co-owner of FCB SHOUT, added, “True generosity is measured not by what we give, but by the lasting impact and deep sense of belonging that we create. This story captures that thought so beautifully, encouraging us all to reflect on our shared responsibility to ensure no one feels left behind, especially during moments meant for celebration and togetherness.”
“Sulaman Kebersamaan” (Belonging) was released on 22 March 2025 and is running across all RHB Bank’s social and digital channels in conjunction with the upcoming Hari Raya festive celebrations. In the five days since its launch, the film has received tremendously positive reviews, along with over 5,500,000 views and over 39,500 likes.
CAMPAIGN CREDITS
Title: SULAMAN KEBERSAMAAN (BELONGING)
RHB Bank
Group Chief Marketing Officer: Abdul Sani
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
Copywriter: Sal Abdul Malik
