RHB’s Raya film asks: how open are our hearts, really?

RHB Bank continues its run of purpose-driven festive storytelling, once again turning to real-life stories that carry deeper social meaning beyond the typical feel-good message. Earlier this year, the bank released its Chinese New Year 2026 film “Dignity”, inspired by the true story of Yap Sue Yii and her work with Komuniti Tukang Jahit, which empowers women from Malaysia’s B40 community through sewing skills and fair income opportunities.

Now, the bank has unveiled its 2026 Hari Raya campaign, “Ruang Harapan (Hope)”, a festive film that shines a light on inclusive education and the power of compassion to transform lives.

Conceptualised by its creative partner THE SHOUT GROUP, the film tells the true story of Siti Rahayu Baharin, founder of Buku Jalanan Chow Kit (BJCK), an alternative learning centre that provides free education and support for marginalised children in Kuala Lumpur.

The film traces BJCK’s beginnings in 2015, when Siti started with a simple cart filled with books in the back alleys of Chow Kit, an area once known for its red-light district and transient community. What began as a modest outreach initiative has since evolved into a thriving centre offering education, a safe space and daily meals for underprivileged, homeless and undocumented children who might otherwise fall through the cracks of the system.

Don't miss: RHB spotlights dignity and women's empowerment in CNY film inspired by Komuniti Tukang Jahit

"Ruang Harapan" dramatises the early struggles behind BJCK’s creation, capturing the scepticism, discrimination and logistical challenges Siti and her students faced in the beginning. From social stigma to limited resources, the film explores the emotional barriers that had to be overcome before the centre could flourish.

At its heart, the narrative reflects how a single act of compassion can open doors to opportunity. By choosing to share her knowledge and time with children often overlooked by society, Siti helped create a pathway for many to reshape their futures.

Abdul Sani Abdul Murad, group chief marketing officer of RHB Bank, said the story reflects the bank’s brand purpose of “Making progress happen for everyone”. “Education and knowledge are among the few forces in this world that truly do not discriminate. They do not ask where you come from, what you own or what documents you carry. They simply empower those who are given access to them,” he said.

He added that Siti’s efforts represent the kind of grassroots impact that strengthens communities and creates opportunities for future generations. “As Malaysians gather with loved ones this Hari Raya, this story reminds us that the most meaningful open house is not defined by how wide we open our doors, but by how fully we open our hearts.”

According to Wang Le Tjer, executive creative director at THE SHOUT GROUP, the campaign intentionally moves beyond traditional festive storytelling by challenging audiences to think more deeply about the concept of generosity. “Hari Raya open houses symbolise generosity. We open our doors and invite people to share what we have,” he said. “But this story challenges us to go further. If we can open our homes during a festive season, can we also open our hearts to those who have been left behind?”

Built around BJCK’s own Raya open house, the film ultimately poses a broader societal question about inclusion and empathy, encouraging viewers to reflect on how communities can create space for those who are often overlooked. "It is ultimately a question to society: How open are we, really? Are we willing to make room for others in our spaces, in our systems and in our future?" added Wang. 

Produced in collaboration with D Moving Pictures, GT Records and Film Troop, the film aims to honour the real-life story with authenticity and sensitivity.

Launched on 4 March 2026, Ruang Harapan is now airing across RHB’s official social media channels including YouTube, Facebook, TikTok, Instagram and X, marking another chapter in the bank’s commitment to purpose-driven festive storytelling rooted in real Malaysian experiences.

Last Raya, RHB Bank also teamed up with THE SHOUT GROUP and D Moving Pictures for its “Sulaman Kebersamaan” (‘Belonging’) campaign, which is anchored by a meaningful partnership with the Baju Raya Project (Raya outfit project).

The film was inspired by the true story of Adib and how the Baju Raya Project took shape to what it is today. The story follows Adib, who visits an orphanage to drop off a box of donations, and later finds out that the children wished to have Raya clothes to celebrate Hari Raya. He then sets out on a mission to run a donation drive to collect baju Rayas for the underprivileged.

Separately, fellow local bank Maybank Islamic is turning the spotlight earlier, anchoring its latest campaign firmly in Ramadan. The bank has unveiled a new television commercial titled “Berkat terasa apabila kita bersama" (Blessings are felt when we are together), led by internet personality Mohd Haris Mikael, better known to Malaysians for his viral TikTok presence.

In the film, Haris takes on the role of “Little Berkat”, embodying the idea that blessings are felt more deeply when shared. Through simple, heartfelt acts of kindness, the narrative underscores a central message, that even small gestures can grow into meaningful impact when communities come together.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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