TMR

Part of CIMB’s Merdeka celebrations, the initiative culminates in the release of a new music video and the upcoming Artober showcase 

by AKMAR ANNUAR 

CIMB Group has expanded its Kita Bagi Jadi movement to champion art and culture, with a refreshed campaign that unites sports, music and the creative economy under one banner. 

The initiative was presented in Kuala Lumpur (KL) as part of CIMB’s Merdeka celebrations, culminating in the release of a new music video and the upcoming CIMB Artober showcase. 

CIMB Group chief brand and marketing officer Toni Darusman said the Kita Bagi Jadi campaign is the creative expression of the bank’s purpose. 

“Music and sports have long been uniting elements, often rallying people to come together to celebrate or support their shared teams. Now, Bangun, Kita Bagi Jadi is the perfect amalgamation of two personalities from these backgrounds, and CIMB hopes that the song reminds us of our very own spirit to make things happen,” he said in his speech at the launch ceremony on Aug 20. 

A Movement Built on 4 Pillars 

First introduced in September 2024 to mark CIMB’s 100th anniversary, Kita Bagi Jadi is now entering its second phase. 

The campaign has evolved from a “Promise of Progress” to a “Proof of Progress”, signalling the bank’s intention to create real impact beyond financial services. 

At the heart of the initiative are four pillars: Community, brand partnerships, customer-centric solutions, and art and culture. 

Each is designed to deliver tangible outcomes for Malaysians, ranging from financial empowerment to creative opportunities. 

Under the community pillar, CIMB announced a RM200 million commitment from 2026 to 2030 to support underserved groups and foster inclusivity. 

The bank has also partnered athletes such as squash player S Sivasangari, cyclist Datuk Azizulhasni Awang and racer Amer Harris, providing backing for their journeys as national icons. 

Brand partnerships and customer-centric solutions represent the second and third pillars. 

These involve collaborations with organisations and the design of services shaped by customer perspectives, ensuring that solutions address real needs rather than one-size-fits-all products. 

The fourth pillar, art and culture, has become the most visible of all. 

Through Kita Bagi Jadi Budaya & Seni, CIMB positions itself not only as a financial institution but also as a cultural catalyst, creating platforms for local talent to flourish. 

Bangun, Kita Bagi Jadi: Music Meets Resilience 

The highlight of the launch was the performance of Bangun, Kita Bagi Jadi, a remake of rapper Aman Jamaluddin, better known as Aman RA’s 2018 anthem Bangun. 

The song was reimagined in collaboration with Olympian Azizulhasni, who stepped into the unfamiliar role of rapper and performer. 

The music video, which has already surpassed one million views on social media, portrays Malaysians overcoming struggles and embodying the spirit of resilience. 

Entrepreneurs, students and artists appear alongside Aman RA and Azizul, symbolising how determination transcends backgrounds. 

For Aman RA, the project was about giving new life to a song that had long carried a message of perseverance. 

“First and foremost, I felt very small trying to redo this because of the vision that everybody had,” he said during a fireside chat session. 

He explained that the creative process involved engaging with more people, incorporating the perspectives of children, and blending elements from both kampung and city life. 

He said the aim was to bring these aspects together in a cohesive way that could inspire people to progress to the next stage in their lives. 

For Azizul, the collaboration represented another challenge in a career defined by breaking barriers. 

“This is the first time that most of you are seeing me like this. It’s not my usual outfit,” he said. 

He explained that if people do not put themselves in challenging positions, they will never know whether they are capable of succeeding. 

He pointed out that individuals often tend to remain within their comfort zones, but it is necessary to push beyond those boundaries to realise how much they can achieve. 

Personal Journeys, Shared Values 

Azizul’s involvement carried particular weight given his story of resilience. Having survived a life-threatening open-heart surgery, he has embodied the perseverance that Kita Bagi Jadi seeks to promote. 

He shared with The Malaysian Reserve (TMR) that the project was deeply personal. 

“I’ve been through a lot of ups and downs, not just crashes but open-heart surgery, so many dark moments in my life. What keeps me going is that I get back up every time,” he said. 

Azizul added that the collaboration demonstrates to Malaysians that they are capable of accomplishing anything that is entrusted to or required of them. 

He said what matters most is having the willingness to act and the courage to take the first step. 

Aman RA echoed that sentiment, stressing the importance of follow-through. 

The unlikely pairing of the rapper and Olympian captured the imagination of audience, proving that the collision of different passions can produce powerful results. 

Meanwhile, Toni explained why CIMB chose to transition the focus of Kita Bagi Jadi from sports to the arts, particularly music. 

He said the campaign began last year with sporting collaborations but has since evolved into music because of its universal appeal and ability to bring people together. 

He described music as a medium that unites, excites and invites participation, making it the right platform to promote optimism, resilience and the belief that Malaysians can achieve their goals. 

Reflecting on CIMB Artober’s growth, Toni confirmed that over the past five years the festival has generated more than RM20 million in sales and supported over 100 national artists. 

He said the initiative had proven its ability to drive Malaysia’s creative economy by opening avenues for young talent, entrepreneurs and community development. 

Toni added that the recognition of CIMB Artober as part of the ASEAN Economic Ministers’ Meeting 2025 placed Malaysian artists on a larger regional stage. 

“This is a beautiful opportunity for Malaysia in light of the ASEAN programme this year, because our local artists can use this momentum to showcase their culture, art and talent to a bigger audience,” he told TMR. 

Toni also highlighted CIMB’s RM200 million pledge under the Kita Bagi Jadi Komuniti initiative, which will run from 2026 to 2030. 

This long-term commitment would be realised through partnerships across different community segments, ensuring that the funds foster inclusive growth and benefit millions of Malaysians. 

Looking forward, Toni expressed interest in expanding collaborations beyond Malaysia’s borders. 

He hoped to organise a broader celebration involving Malaysia, Indonesia, Thailand, the Philippines, Cambodia, and Singapore. 

CIMB Artober 2025: From Local Stage to Regional Platform

Beyond music and sports, Kita Bagi Jadi extends its reach into the arts through CIMB Artober. 

The annual festival, which has generated over RM20 million in sales for artists since its inception, is now one of Malaysia’s most significant creative economy platforms. 

This year, CIMB Artober Art & Soul has been recognised as an official programme of the ASEAN Economic Ministers’ Meeting 2025, placing Malaysia’s creative scene on the regional agenda. 

Held at the Malaysia International Trade and Exhibition Centre (MITEC) from Sept 26 to 28, the showcase will feature over 20 galleries and more than 100 artists. 

Highlights include a rare presentation of unseen works by the late Datuk Ibrahim Hussein, one of Malaysia’s most celebrated artists CIMB regional head of group corporate events Ismail Ani Arope said the programme is designed to be more than an exhibition. 

“Artober is more than just empowering our artists mentally and spiritually. It provides them the economic platform for their works to be enjoyed. 

“It is a movement created by CIMB so that artists can develop their own mastery and claim their power fearlessly,” he said during a panel session. 

Yayasan Hasanah head of arts and public spaces Nini Marini Ramlan described the effort as essential for heritage preservation. 

“Part of our work in preservation and heritage is that we need to do skills transfer. We need to appreciate and value the hand behind every textile and craft,” she said. 

Empowering Micro-SMEs Through Art

Artober has become a launchpad for micro, small and medium enterprises (MSMEs) in the creative sector, providing not just exhibition space but also business exposure and mentorship. 

Entrepreneurs such as Farah Liyana of Toko and Tengku Marina Ibrahim of Pink Jambu credited the platform with helping them build capacity and market access. 

Farah Liyana explained that participating in Artober accelerated her company’s growth within a year. 

“We started very small and CIMB opened doors for us. We wouldn’t be where we are today without its support,” she said. 

Tengku Marina, who presented a textile installation dedicated to ASEAN’s national flowers, emphasised the cultural significance of her work. 

“The works affirm heritage as a catalyst for tomorrow,” she said. 

Technology was also brought into the conversation, with Arteesan founder Vin Lim highlighting the role of digital tools in expanding art’s reach. 

“We will bring an interactive, immersive digital and augmented reality experience to the artworks, elevating the exhibition for a new generation,” he said. 

Spreading Positivity Beyond Banking

For CIMB, Kita Bagi Jadi is not just branding — it is an effort to align its banking identity with broader social impact. 

The bank positions itself as a universal ASEAN player that can go “beyond banking” to support communities, empower customers and strengthen cultural infrastructure. 

The Bangun, Kita Bagi Jadi music video embodies this philosophy by using music as a medium to inspire collective action. 

Its combination of Aman RA’s lyrics and Azizul’s athletic spirit represents CIMB’s call for Malaysians to rise, persist and realise their potential. 

The cultural expansion through Artober complements this by creating economic pathways for creative professionals, while also strengthening Malaysia’s reputation as a hub for cultural diplomacy. 

Toni invited Malaysians to embrace the spirit of the campaign. 

“Let’s bring the possibility and let’s create this movement and bring the passion to all Malaysians,” he said.

For Aman RA, the song carries a universal reminder.

“Bangun, Kita Bagi Jadi is about resilience, no matter how many times you fall, you rise again,” he said. 

Azizul added his own message of determination. 

“Chase your dream. Make your goals a reality. If you do it, you can make it happen.” 

As CIMB marks its 101st year in 2025, the Kita Bagi Jadi movement positions the bank not only as a financial institution but also as a partner in Malaysia’s journey of resilience, creativity and growth. 

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• This article first appeared in The Malaysian Reserve weekly print edition

The post Kita Bagi Jadi movement takes art & culture to the national stage appeared first on The Malaysian Reserve.