RHB Group’s latest brand commercial “Progress is for Everyone” encourages consumers to pursue progress on their own terms and is the centrepiece of the bank’s new brand campaign, as well as its recently refreshed brand image. Drawing inspiration from RHB’s series of festive commercials that portray its challenger spirit manifested by various Malaysian icons, the new spot shines the spotlight on everyday people pursuing progress on their own terms.
Encouraging people to pursue progress on their own terms is the call for action in RHB Group’s new brand commercial. Created by FCB Kuala Lumpur, the film is the centrepiece of RHB’s new brand campaign and recently refreshed brand image. These include an interviewee out to shatter industry norms, an unlikely student with the tenacity to continue learning, a business owner defying stereotypes, and a couple that doesn’t let image define them to an entrepreneur taking the first step towards making his mark.
The spot garnered 1,544,108 views views on YouTube and 287k views on Facebook at the time of writing.
Abdul Sani Abdul Murad, group CMO of RHB Group said that today, the notion of success is no longer confined to the conventions of wealth. He added that the bank sees progress manifested in different forms be it achieving massive life goals to celebrating the smaller, precious and profound moments that make life worth living.
“I’ve always believed that brands are at their best when they possess a compelling narrative that brings them into the world of their audience, therefore the focal point of the story you’ll see is about people and their desires to achieve personal progress, which is the fundamental reason why we exist as a bank,” Sani said.
Meanwhile, Ong Shi Ping, CCO of FCB Group Malaysia, said: “It’s been a while since RHB has done anything of this scale, so we’re truly honoured to be a part of the journey. The film has been a been a true labour of love that began with our first campaign and has pretty much taken a life of its own from there. What we’re most excited with is the opportunity to keep elevating the RHB brand story from here on out!”