CIMB’s “Bangun, Kita Bagi Jadi” song aims to spark positivity and resilience among Malaysians

20 August 2025

Kuala Lumpur: In line with its purpose of Advancing Customers and Society, CIMB Bank Berhad (“CIMB” or “the Bank”) today announced its continued commitment to empower Malaysian talents in Art and Culture through its social movement, Kita Bagi Jadi. Kita Bagi Jadi is the Bank’s social movement to nurture and encourage the spirit of resilience, optimism and positivity amongst Malaysians today. In conjunction with Malaysia’s 68th Merdeka celebrations, CIMB is pleased to work alongside acclaimed Malaysian rapper Aman RA to release a new music video, Bangun, Kita Bagi Jadi.

This remake of the song Bangun, which was the rapper’s ode to the spirit of resilience amongst Malaysians, mirrors the campaign’s values thus making him the perfect collaborator for the refreshed version. The music video is brought to life by the unique pairing of Aman RA and Olympian Dato’ Azizulhasni Awang, whose personal journeys symbolise resilience and hope. Together, the video creates an expression of meaningful stories featuring Malaysians from all walks of life such as entrepreneurs, young artists and students who have overcome personal challenges and experienced the positive impact of CIMB’s programmes and products. 

Toni Darusman, Group Chief Brand and Marketing Officer of CIMB Group said, “Kita Bagi Jadi is the creative expression of our purpose, in which the first phase of the campaign saw us partnering with renowned Malaysian sporting heroes like S. Sivasangari, Dato’ Azizulhasni and recently, Amer Harris to support them in their journey to achieve their dreams in the sporting arena. 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.”

CIMB Artober is a platform for art and culture and has now grown into a thriving business platform in Malaysia’s arts space. The event provides local and regional artists and entrepreneurs with a platform to showcase their work, connect with a larger audience, and create economic empowerment of local artists and designers; whilst generating over RM20 million in sales for more than 100 artists to date.

“We are delighted to expand the Kita Bagi Jadi spirit to the Art and Culture pillar in support of Malaysian artists who are also micro-SMEs, helping to turn artistic aspirations into positive impact,” continued Toni.

In recognition of CIMB Artober’s contribution to the national creative economy, this year’s event has been acknowledged as an official programme of the ASEAN Economic Ministers Meeting 2025, further positioning Malaysia as a hub for creative and cultural exchange in the region. CIMB Artober at MITEC from 26 to 28 September 2025 will feature more than 20 galleries from Malaysia and the region presenting works by over 100 artists. One of the key highlights this year is an exclusive showcase comprising selected “never been seen” artworks by renowned artist and Tokoh Melayu Terbilang, the late Datuk Ibrahim Hussein. 

CIMB’s holistic approach through Kita Bagi Jadi demonstrates its commitment in creating impact beyond banking, under four pillars; Komuniti (Community), Customer-Centric Solutions, Brand Partnerships, and Art & Culture. Under CIMB’s recently announced Kita Bagi Jadi Komuniti, the Bank announced its commitment of RM200 million over the next five years (2026-2030) to assist the underserved communities and foster inclusive growth for all Malaysians, leaving no one behind. CIMB aims to be at the forefront of helping Malaysians realise their potential, strengthen their livelihoods and contribute to a more vibrant and resilient society.

(From left) Toni Darusman, Group Chief Brand and Marketing Officer, CIMB Group, Aman RA, Malaysian rapper, and Dato’ Azizulhasni Awang, CIMB’s Brand Ambassador at the CIMB Kita Bagi Jadi Art & Culture launch event.