CIMB launches Kita Bagi Jadi movement to highlight Malaysians’ strength and resilience

3 September 2024

CIMB onboards new brand partner, Malaysian Philharmonic Youth Orchestra

Kuala Lumpur: CIMB Bank Berhad (“CIMB” or “Bank”) today marked its 100-year anniversary with the launch of its new brand campaign Kita Bagi Jadi, a social movement aimed at spreading positivity and nurturing a spirit of resilience among Malaysians. Among others, Olympian Datuk Azizulhasni Awang, and squash champion S. Sivasangari were featured prominently as icons in CIMB’s Kita Bagi Jadi campaign launch as they personify the values of resilience, grit and determination. 

CIMB has a long history of advocating for inclusion among communities as well as supporting young talents and future leaders of tomorrow in music, sports, and arts. CIMB is committed to playing a catalytic role in the development of young Malaysians and has now partnered with the Malaysian Philharmonic Youth Orchestra (“MPYO”).

Under the one-year agreement, CIMB and MyCreative Ventures will sign on as a partner to the MPYO and one of the activities is a 30-day music camp for 40 members at CIMB’s full-fledged training centre, Akademi Nazir Razak in Bangi. The other activities include  MPYO performing at CIMB’s Artober “Art & Soul” exhibition in October, culminating in the Bank’s 100^th year concert in November, and at MyCreative Ventures’ Rock n’ Riuh festival in December.

Present at the event were Fahmi Fadzil, Minister of Communications of Malaysia, Datin Anita Azrina, Chairman of Malaysian Philharmonic Orchestra, Zainariah Johari, Group Chief Executive Officer of MyCreative Ventures, Hassina Begam Abdul Gani, Chief Executive Officer of Malaysian Philharmonic Orchestra, Toni Darusman, Group Chief Brand and Marketing Officer, CIMB Group and Gurdip Singh Sidhu, Chief Executive Officer of CIMB Malaysia and Chief Executive Officer of CIMB Bank.

Gurdip Singh Sidhu of CIMB said, “At CIMB, we ensure that our actions have real, meaningful impact on people's lives every day. A key advocate of financial inclusion, our Group remains committed to playing its role as a responsible corporate citizen. In addition to the financing support we give to the B40 and Micro SME’s, CIMB is committed to work alongside various communities for its CSR programmes in 2024. Education remains a key pillar for CIMB, and this is evident from its flagship CIMB ASEAN Scholarship programme where we have supported 120 scholars since 2016. Through Kita Bagi Jadi, we aim to have more meaningful collaborations that will serve our customers and the community. We welcome MPYO as CIMB’s latest brand partner and are pleased to support our talented young musicians so that they can receive the nurturing support and exposure they deserve."

Zainariah Johari of MyCreative Venture said, “We are deeply committed to champion Malaysian talents in the area of the creative and fine arts. At the core of this sponsorship of the young and brightest in MPYO, is the emotional depth, the nuances and the human connection that music brings to all Malaysians. We believed our contributions through the Ministry of Communications’ Skim Dana Padanan (SDP), supported by the Ministry of Finance would enhance MPYO’s profile and visibility, and help ignite passion of our young musicians to new and enriching experiences."

Hassina Begam of MPO said, “The MPO is truly honoured to have CIMB and MyCreative Ventures as our collaborators to develop the talents of the MPYO, the future of our music generation. This collaboration will indeed cultivate music appreciation amongst the youth in the country. We hope this groundbreaking partnership will be a catalyst to inspire other financial institutions, corporate and government agencies to join forces with the MPO in developing a culturally savvy nation."

Toni Darusman of CIMB said, “We want to strike a chord among Malaysians with the Kita Bagi Jadi social movement. We call upon Malaysians to be the best versions of themselves, to unleash their potential, give power to dreams and embrace their ambitions with grit, hard work, gumption and resilience alongside CIMB. CIMB will continue to deliver on our brand promise, “Moving Forward With You”, and hopes that Kita Bagi Jadi will be our rally cry to inspire future generations, encouraging excellence because when we win, Malaysia wins."

As part of our on-going commitment to the Kita Bagi Jadi movement, CIMB has curated exclusive benefits for CIMB Visa Infinite and Visa Signature credit cardholders to fulfill their dreams of traveling more and elevate their travel experience. From now until April 2025, customers can enjoy extra bonus points to redeem flights with our 12 airline partners. Additionally, customers will experience complimentary access to the Subang Airport Lounge and over 150 selected Plaza Premium Lounges in 30 countries worldwide. For more exciting offerings, please visit www.cimb.com.my/vivs.