KUALA LUMPUR: CIMB has unveiled a new regional brand campaign, “Moving You Forward”, positioning it as a commitment to help customers, businesses and communities progress across ASEAN.
The campaign, which will be rolled out in Malaysia and the seven ASEAN markets where CIMB operates, marks the latest phase of the group’s brand evolution.
CIMB Group Chief Brand and Marketing Officer Toni Darusman said the new tagline reflects the bank’s purpose of advancing customers and society.
‘Moving You Forward’ carries the spirit that we, CIMB, want to support our customers, our communities and society to progress.
“That is in line with our purpose of advancing customers and society,” he told reporters after the CIMB Advancing Societies 2026 programme at Menara CIMB on Monday.
According to Toni, the campaign reinforces CIMB’s belief that banking should be measured not only by financial services, but by the opportunities it creates for people and businesses.
“This includes helping businesses expand, families build financial security, individuals pursue their ambitions and communities create new opportunities,” he said.
He said CIMB’s ambition extends beyond traditional banking.
“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,” he said.
The campaign will be introduced in phases through social media, digital out-of-home and outdoor advertising platforms across key regional markets.
“It will include a brand film, wall art installations at MRT stations, on-ground activities and social activation,” he said.
Toni said the campaign would also be supported by public initiatives, including a collaboration with Kuala Lumpur City Hall (DBKL).
“The partnership would involve about four major initiatives over the next two months.
“Upcoming activities will include art and culture programmes, as well as Ambang Merdeka in August,” he said.
He added that CIMB has already undertaken more than 50 community-focused projects under its broader social impact efforts.
On the expected business impact, Toni said the campaign is driven by a wider purpose rather than purely commercial goals.
“CIMB is seeing this as we are more than just a bank, so business impact, more important for us, is for our customers and for our communities.
“Today, we are celebrating society and communities rather than looking at the business,” he said.
He said the new tagline builds on CIMB’s previous brand direction, “Moving Forward With You”.
“From ‘Moving Forward With You’, now we empower our people to move forward.
‘Moving You Forward’ means we move people forward.
“This tagline is more than an idea. ‘Moving You Forward’ is a true action. It is a commitment to improve people’s lives,” he added.
