“Bangun x Kita Bagi Jadi” builds on CIMB’s brand promise to Malaysians via VML Malaysia

CIMB and VML Malaysia have come together to launch “Bangun x Kita Bagi Jadi,” a campaign that turns the bank’s brand line Kita Bagi Jadi (Make It Happen) into something for everyone to share. Timed with Malaysia’s National Day, the campaign brings hip hop artist Aman Ra and Olympic cyclist Dato’ Azizulhasni Awang together in a music video that celebrates the drive, resilience, and spirit of Malaysians — and CIMB’s commitment to helping people achieve their goals and aspirations.

Building on the momentum of CIMB’s “KITA BAGI JADI” campaign, which debuted in 2024 as a rallying cry for progress, this year’s campaign turns promises into proof. Through creative storytelling and unexpected partnerships, the campaign demonstrates how CIMB delivers real outcomes for people from all walks of life.

“At CIMB, we believe in turning words into action for all Malaysians,” said Toni Darusman, Group Chief Brand & Marketing Officer at 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. We’re proud to partner with VML Malaysia to bring this vision to life and to inspire Malaysians everywhere to pursue their ambitions.”

The campaign’s strategic insight, developed by VML Muslim Intelligence, identified a powerful tension in how Malaysians view success: while achievement is admired, opportunity often feels out of reach. By pairing Aman Ra’s street-level grit with Azizulhasni’s global discipline, the campaign embodies CIMB’s role as an enabler -connecting people to the resources, networks, and support they need to make things happen.

VML team on shoot. 

Kenni Loh, VML Malaysia CEO, added: “Banks in Malaysia are often seen as corporate and distant, but with ‘KITA BAGI JADI’ and this year’s ‘Bangun x Kita Bagi Jadi,’ we’ve shown that creativity and cultural relevance are key to connecting with the nation. This campaign is a testament to VML’s Connected Brands DNA – combining creativity, technology, and cultural insight to deliver impact at scale. We’re proud to help CIMB move beyond traditional advertising and create engaging moments that Malaysians want to share.”

The integrated campaign features a three-minute thematic music video, four tactical product videos, guerilla activations, and a TikTok campaign, all designed to keep the core story consistent while engaging audiences across multiple platforms.

Credits
Didi Pirinyuang – Chief Creative Officer
Filipe Lampreia – Chief Strategy Officer
Victoria Chu – Head of Client Engagement
Farhanim Abdul Manan – Associate Planning Director
Suryadipura Salleh – Executive Creative Director
Phoecus Lee – Executive Creative Director
Iskandar Putra – Senior Business Director
Shareena Gill – Senior Account Director
Lim Kui Onn – Associate Creative Director
Afiq Deen – Creative Group Head
Afi Ruslan – Account Manager
Shazana Ibrahim – Senior Art Director
Lawrence Loh – Senior Art Director
Ahza Azary – Copywriter
Mike Chong – Executive Producer