RHB’s on-going strategy for its festive campaigns continues to pay off with the bank winning accolades at three different recently concluded awards shows: Gold for Excellence in Brand Strategy at the Marketing Excellence Awards, Bronze at the Putra Brand Awards and Gold for Best Marketer in Influencer Marketing the Malaysian CMO Awards.
Created by FCB Kuala Lumpur, RHB’s festive narrative titled ‘The Challenger Within’ consistently portrays the brand’s challenger spirit manifested by various Malaysians who have defied the norms of culture and perceptions to achieve success. Since its inception, RHB has collaborated with the likes of renowned rapper Altimet, SEA Games football hero Thanabalan, world champion diver Cheong Jun Hoong, role model and entrepreneur Padzillah Enda Sulaiman of Siti Khadijah and most recently the selfless healer, Dr Madhusudhan Shanmugam of the Teddy Mobile Clinic.
Abdul Sani Abdul Murad, group chief marketing officer of RHB Group commented on the campaign “With so many brands relying on nostalgia to create appeal, we knew our own efforts had to be different. As a brand that’s undergoing its own evolution, that stories we told had to be progressive but also grounded in real life. Hence the very conscious decision to show a more human side of RHB by championing the challenger spirit in Malaysians. The individuals we’ve chosen all have the desire and grit to make a difference for themselves, their society and our nation.”
“I’ve always believed that brands are at their most memorable when they make the effort to really engage audiences with a well told story. Audiences can suss out the hard sell so it’s important that we continue to create content that inspires and delivers real emotional connections.”
RHB latest Deepavali campaign highlights Dr Madhusudhan Shanmugam and his team of volunteers at the Teddy Mobile Clinic who provide free health care to the underprivileged communities. In addition to helping create awareness and appreciation of their selfless efforts RHB has also setup a donation drive called Tabung Teddy to help fund the Teddy Mobile Clinic’s continued work. Those wishing to contribute can make donations to Tabung Teddy at RHB Account Number 21412900309396. Donations can be made over the counter at RHB Branches or via online/mobile banking.