CIMB launches ‘Moving You Forward’ with new regional brand film from Chariot Agency

Malaysians are taught from an early age to see red as a colour of caution, warning, and danger. CIMB’s regional brand film reveals its power to inspire something greater. Created by Chariot Agency, the film introduces Moving You Forward, CIMB’s new brand promise and the beginning of a new era for the bank across ASEAN, with a provocative creative concept: what if red means go?

Rather than dwelling on the struggles, the film celebrates what happens when people remain committed to pursuing their ambitions. The concept of ‘red means go’ revels in the courage, drive, and sheer joy, with CIMB represented as a resolute group that is Moving You Forward.

At its heart is a simple belief: challenges will always give us reasons to stop. What defines us is what we choose to do when we meet them.

“Moving You Forward reflects CIMB’s continued commitment and passion for helping our customers realise their aspirations,” said Toni Darusman, Group Chief Brand & Marketing Officer. “We want to champion the people who see possibilities where others might see a reason to stop. The film’s concept captures that optimism and determination.”

“The film’s provocative concept is a cry in defiance of all the norms and prevailing beliefs that tell us how far we’re allowed to go,” said Jarrod Reginald, Executive Creative Director at Chariot. “It’s what we do in the face of our greatest challenges that makes all the difference.”

Directed by Jawagar Samidurai of Graph Studios, the film establishes the creative attitude behind Moving You Forward: an optimistic celebration of humanity’s resolute spirit, with CIMB playing an active role in helping make progress possible.

The film forms the centrepiece of the regional launch of Moving You Forward, a unified brand movement that will roll out across CIMB’s ASEAN footprint, including Indonesia, Singapore, Thailand, Cambodia, Vietnam, and the Philippines.

In Malaysia, the campaign has already seen a major rollout that includes bus wraps, outdoor ads, and a takeover of KL Sentral, bringing the campaign into some of the city’s most visible spaces.

The film premiered on 30th August at Festival Ambang Merdeka 2026 in collaboration with DBKL, where it was seen by over 100,000 attendees at ‘Konsert Kita Bagi Jadi’ featuring a line-up of Malaysia’s biggest artists, including Aman RA and Mimifly. The event brings the spirit of the campaign together in one place, turning Moving You Forward into a celebration of people, possibilities and progress on the eve of Malaysia’s National Day.