Ryt Bank rolls out 'Banking done right' launch with creative agency collaboration

Ryt Bank, the world's first AI-powered bank, has officially launched its debut campaign under the tagline “Banking done right”, pairing the rollout with a five-part video series which highlights how its AI-driven products cater to everyday Malaysians. The campaign was created in collaboration with creative agency TBWA Malaysia.

While the launch spotlights the bank’s AI capabilities, Ryt Bank emphasised that its mission goes beyond technology. The campaign focuses on human-centric banking, demonstrating how AI can simplify financial management while empowering users to focus on what matters most.

“Ryt Bank isn’t here to be just another digital bank. It’s here to make banking simpler, smarter, and built around Malaysians,” said Irene Cheah, chief marketing officer of Ryt Bank. “With TBWA, we created films that show how our products which includes AI-powered features fit into real lives, from travellers to hustlers to business owners. For us, technology is powerful when it removes friction and lets people focus on what truly matters. That’s what 'Banking done right' means to us.”

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The new bank doesn’t see being a late entrant in Malaysia’s digital banking scene as a disadvantage. “We’ve watched the market, listened to Malaysians, and refined our approach. We measure ourselves not by speed, but by how true we remain to our vision,” Cheah told A+M. Built on the belief that banking can be simpler, smarter, and more imaginative, Ryt Bank has carried this philosophy into its launch campaign, aiming to inspire, challenge, and spark imagination through its wider campaign efforts, she explained. 

The launch campaign’s video series brings the tagline to life through three distinct Malaysian personas: the fashion-conscious, well-travelled youth, benefiting from unlimited cashback on overseas spending and zero foreign transaction fees; the business owner, assisted by Ryt AI, the intelligent banking tool designed to streamline operations and everyday banking; and the hard-working hustler, who can optimise savings with Ryt Bank’s high-yield Save Pockets feature and access instant credit via Ryt PayLater.

The out of the ordinary (OOO) films feature a catchy, tech-themed tune created in partnership with Wavefarer, with post-production handled by Tentoseven, and direction by Laura Low. They cleverly play on the bank’s name, which sounds like “right,” opening up a range of playful taglines such as “the Ryt way,” “the Ryt card,” “the Ryt AI way,” and each videos' closing line: “Do the Ryt thing.” Released in Bahasa Malaysia and Mandarin, each video positions Ryt’s AI-powered features as the “right” way to bank, contrasting them with the old-school “not-so-right” approaches.

TBWA also shared that a fifth video, introducing another character and their experience with Ryt Bank’s products, is set to be released soon. The team has been working on the campaign since June 2024 and is expected to spearhead more of the bank’s upcoming creative initiatives.

Beyond showcasing features, the campaign aims to disrupt typical financial advertising norms. By highlighting authentic, relatable Malaysian moments, the bank demonstrates how its offerings are designed for multigenerational, multipurpose needs.

“We wanted to do something that wasn’t just innovative and future-forward as the brand itself, but something that audiences can relate to,” said Fazlee Sabbaruddin, executive creative director at TBWA Malaysia. “That’s why we used these real-life, everyday scenarios. We wanted to show Malaysians that there is a simpler, more right way to bank."

The creative agency had approached the launch with a cinematic, storytelling-driven method, blending striking visuals with authentic, everyday Malaysian moments. By focusing on distinct personalities rather than jargon-heavy finance messaging, the video series showcases how Ryt Bank’s AI-powered features fit seamlessly into diverse lifestyles, highlighting clarity, speed, and reliability for users across generations.

This is just one of Ryt Bank’s recent agency collaborations. The bank recently unveiled an AI-generated social video with local cinematic studio Vision Machina, showing everyday objects, such as nasi lemak packets, an LRT, traffic lights, and even the Kuala Lumpur Tower, transforming into Ryt Bank’s signature blue with a snap of a finger.

For Merdeka, Ryt Bank also teamed up with Ballsy and Vision Machina on a short film that reimagines Malaysia’s journey from the Straits of Melaka to the digital frontier. In under two minutes, it moves from spice for silk, to coins for paper, to the courage of independence, before leaping into today, inviting viewers to imagine what Malaysians can build next.

Ryt Bank, a joint venture between YTL Digital Capital and Sea Limited, began operations on 20 December and is set to roll out its launch in phases. Awarded one of five digital banking licences by Bank Negara Malaysia in April 2022, the bank features Ryt AI, a personalised, AI-powered private banker that simplifies banking, offers tailored financial insights, and manages advanced savings strategies.

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