CIMB Group Holdings Berhad has officially launched its new campaign, “Moving You Forward”, marking a refreshed direction in how the bank positions itself across ASEAN. The campaign reflects CIMB’s long-term ambition to be more than a financial services provider, instead being a partner that helps their customers, businesses and communities to achieve meaningful progress.
Toni Darusman, Group Chief Brand and Marketing Officer of CIMB, said, “At CIMB, there is a clear vision that guides everything we do, and that is to be the bank that advances the ambitions of people across ASEAN. Our ambition goes beyond banking alone; it is rooted in the belief that real, meaningful progress happens when business and society move forward together. ‘Moving You Forward’ reflects how we are bringing our purpose of advancing customers and society to life in a more meaningful and impactful way.”
“Moving You Forward” Focuses on Personal and Community Progress
The “Moving You Forward” campaign is built around the idea that banking should enable real-life progress. CIMB emphasises that its role is not limited to financial transactions, but extends to supporting individuals and organisations in achieving long-term goals.
This includes helping small businesses expand, supporting families in building financial stability, enabling students to access education opportunities, and empowering communities to grow sustainably. The campaign will be rolled out across ASEAN through multiple platforms, including digital media, social media, outdoor advertising, MRT station installations, and on-ground activations.
CIMB Advancing Societies 2026 Recognises Social Impact Partners
Alongside the brand campaign, CIMB also launched the “CIMB Advancing Societies 2026 – Recognising Impactful Partners” initiative. 11 NGOs, social activists, and community partners from Malaysia, Singapore, the Philippines, and Indonesia were honored for their remarkable stories of resilience and dedication to uplifting underserved communities. Their efforts focus on improving livelihoods, advancing education, and protecting the environment.
During the event, national track cyclist and CIMB Brand Ambassador, Dato’ Azizulhasni Awang, received the CIMB Kita Bagi Jadi Hero recognition in celebration of his inspiring journey, continued dedication to empowering others beyond the sporting arena.
Recognising Work Across Five Key Social Impact Areas
The recognised organisations span five main categories of impact:
Community & Economic Empowerment – focus on supporting entrepreneurship and small business development among underserved groups.
Education & Financial Literacy – Scholarship-linked initiatives and digital learning platforms were introduced which have reached hundreds of thousands of students across the region.
Health & Community Wellbeing – Community-based support systems for youth, families and senior citizens are designed to improve emotional wellbeing.
Environment & Climate Impact – Large-scale reforestation and conservation projects such as bamboo planting programmes and forest protection efforts are introduced.
Social Inclusion & Equity – Supporting marginalised communities (persons with disabilities, survivors of violence) through entrepreneurship and advocacy programmes.
RM200 Million Commitment to ASEAN Communities
CIMB also announced a RM200 million commitment from 2026 to 2030 to support community initiatives across ASEAN. The funding will be directed towards programmes that promote education, financial inclusion, environmental sustainability, and social wellbeing. The bank stated that its approach focuses on enabling communities to build long-term resilience and independence rather than relying solely on short-term assistance.
CIMB Foundation leadership emphasised that real progress is measured by improvements in people’s lives and the opportunities created for communities to thrive. The group highlighted that many of the supported initiatives are locally driven but create impact that extends beyond national borders, reflecting CIMB’s broader ASEAN vision.
Through its “Moving You Forward” campaign and the Advancing Societies 2026 initiative, CIMB is reinforcing its dual commitment: strengthening its brand identity across ASEAN while deepening its role in supporting social and economic development.
The combination of brand transformation and long-term community investment signals CIMB’s intent to position itself not only as a financial institution, but as a partner in regional progress.
