Reinforces the Bank’s purpose through regional social impact initiatives
Kuala Lumpur: CIMB Group Holdings Berhad (“CIMB” or “the Group”) today officially unveiled its new brand campaign, “Moving You Forward” to reinforce the Group’s commitment to enabling customers, businesses and communities across ASEAN. Anchored in CIMB’s core purpose of advancing customers and society, “Moving You Forward” marks the next evolution of the Group’s brand journey.
Moving You Forward
The “Moving You Forward” movement reflects CIMB’s commitment to enabling customers with access and opportunities so that they can progress in confidence to achieve their goals. It is grounded in CIMB’s belief that progress is deeply personal and that the true value of banking lies in what it enables, whether it is helping businesses expand, families build financial security, individuals pursue their ambitions or communities create new opportunities, CIMB aims to play a more active role in helping customers achieve meaningful outcomes and long-term success.
Across all markets where CIMB operates, the Moving You Forward campaign serves as a unified CIMB brand movement aligning purpose, culture and customer under a shared thematic direction. It aims to deliver a consistent and distinctive brand experience while remaining locally relevant to our customers in ASEAN.
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. We are pleased to unveil “Moving You Forward”, our new brand campaign which will be rolled out in phases across social media, digital out-of-home and out-of-home across key regional markets, including a brand film, installation of wall art at MRTs, on-ground and social activation.”
CIMB Advancing Societies 2026 program
CIMB believes that meaningful progress is also measured by the strength and resilience of the communities it serves. This commitment was brought to life at the Group’s inaugural “CIMB Advancing Societies 2026 – Recognising Impactful Partners”, a regional initiative celebrating its partners and NGOs who have created positive social impact across ASEAN.
11 NGOs, social activists and community partners from Malaysia, Singapore, Philippines and Indonesia whose stories of resilience reflect exceptional commitment to uplifting underserved communities, improving livelihoods, advancing education and protecting the environment were honoured.* National track cyclist and CIMB Brand Ambassador, Dato’ Azizulhasni Awang was presented with CIMB’s Kita Bagi Jadi Hero recognition, in celebration of his inspiring journey and continued dedication to empowering others beyond the sporting arena.
Ahmad Shahriman Mohd Shariff, Chief Executive Officer of CIMB Foundation and CIMB Islamic added, “Real progress is not defined by programs or numbers alone, it is seen in how lives have improved, opportunities are created and the confidence communities gain to move forward. Across ASEAN, we are seeing individuals and organizations doing exactly that, often in ways that are deeply local but with impact that can be felt far beyond their communities.”
“This belief continues to guide our commitment to Advancing Customers and Society, including our pledge of RM200 million from 2026 to 2030 to support initiatives across ASEAN. Our approach focuses on enabling individuals and communities to initiate and lead initiatives that are sustainable in the long term, building the capability and resilience needed for them to thrive independently. Through CIMB Advancing Societies 2026, we are proud to celebrate these individuals and organizations whose efforts are creating meaningful impact on the ground. Their work demonstrates what can be achieved when purpose is translated into action, creating lasting impact for communities.”
*Addendum: More on the Honorees
Category: Community & Economic Empowerment
- Berdaya Bareng Foundation (Indonesia)
Since 2022, CIMB Niaga and the Berdaya Bareng Foundation have empowered MSMEs in Eastern Indonesia through entrepreneurship training, digital literacy, and interest-free loan, with a focus on women and people with disabilities. The program has strengthened 979 MSMEs, provided funding support to 150 businesses, and established three MSME communities as long-term hubs for growth and collaboration.
Category: Education & Financial Literacy
- Yayasan Tunku Abdul Rahman (Malaysia)
Ong Yong Xun, a Yayasan Tunku Abdul Rahman scholarship recipient, founded JomStudy, an edtech platform providing free study resources and AI-powered learning tools for students. The app surpassed 500,000 downloads in 2025, with Yong Xun recognized as a Global Student Prize 2024 finalist.
- Empower and Transform (EAT) (Philippines)
Founded by veteran financial journalist Salve Ibañez, Empower and Transform (EAT) makes financial literacy every Filipino’s birthright – not a privilege. Through multimedia platform SalveSays, she reaches over one million followers, delivering trauma-informed financial education to Overseas Filipino Workers (OFW), single mothers and underserved communities. A three-time SEC Investor Protection Champion and 2025 Outstanding Women in the Nation’s Service awardee, Salve’s programs do not just teach Filipinos to save and invest, they teach them to swim in loan-shark-infested waters.
Category: Health & Community Wellbeing
- Safe Space Programme (K.A.M.I.) by Thrive Well (Malaysia)
Implemented with Teach For Malaysia, Thrive Well’s K.A.M.I. program provides community-based mental health support for youth and parents through emotional wellbeing workshops and peer support. Since 2021, the initiative has graduated 69 participants, trained 15 community ambassadors, and reached over 500 families.
- Lions Befrienders (Singapore)
Lions Befrienders supports seniors through active-ageing programs that promote wellbeing, social connection and community engagement across 10 Active Ageing Centres in Singapore. In partnership with CIMB Singapore, initiatives such as Seniors Day Out continue to strengthen support for older adults.
Category: Environment & Climate Impact
- KEHATI Foundation (Indonesia)
Through its partnership with CIMB Niaga since 2012, KEHATI Foundation has combined bamboo conservation efforts with community empowerment through sustainable planting initiatives and capacity-building programs. As of 2025, the program has planted 115,400 bamboo trees, 6,430 economically valuable plants (durian, avocado, mango, cocoa, nutmeg, vanilla, coffee, etc.), absorbed over 15,000 tons of CO₂, and provided capacity-building training to over 2,000 community members.
- WWF-Malaysia (Malaysia)
Supported by CIMB Islamic, WWF-Malaysia protects the Ulu Muda Forest Complex, a critical water catchment supporting over 4.2 million people and 40% of Malaysia’s rice production. The program contributed to the expansion of ecological linkages by 4,227 hectares and strengthened long-term conservation policies. Beyond Ulu Muda, CIMB Islamic’s collaboration with WWF-Malaysia extends to other key conservation efforts, including the Setiu Wetlands, Fraser’s Hill Forest Complex and Ulu Kalumpang Forest Reserve, further strengthening biodiversity protection across vital ecosystems in Malaysia.
Category: Social Inclusion & Equity
- Sinergi Mahakarya (Indonesia)
Founded by Sandra Talogo, Sinergi Mahakarya – part of CIMB Niaga’s Community Link #JadiNyata winner in 2018 – empowers children with special needs through creative entrepreneurship while challenging societal stigma around disability. What began as a small-scale effort producing handcrafted prayer beads has since evolved into a dynamic platform that showcases a wide range of creative works, while generating sustainable income opportunities for families and caregivers.
- PAVE Philippines (Philippines)
Led by survivor advocate Phoebe Fructuoso, PAVE Philippines supports victims of sexual violence through advocacy, counselling and awareness initiatives on gender-based violence. A recipient of the 2024 CIMB Pinoy Mavericks Award, Phoebe has transformed her personal journey into a platform that empowers survivors to heal and seek justice.
- Halogen Singapore (Singapore)
Supported by CIMB Singapore, Halogen Singapore empowers underserved youth through entrepreneurship education, mentorship, and leadership development. Its Network For Teaching Entrepreneurship (NFTE) entrepreneurship program equips vulnerable youth with practical business skills, confidence and future opportunities.