Content Champions: RHB Banking Group

RHB Banking Group is a regional financial services provider headquartered in Malaysia, with operations across seven ASEAN countries including Malaysia, Singapore, Indonesia, Thailand, Brunei, Cambodia and Laos. It is one of Malaysia’s leading banks, with market strength across targeted products and customer segments. The group’s core businesses are organised into six pillars: Group wholesale banking, group community banking, group shariah business, group corporate and business banking, group international business, and group insurance.

Content Champions is a segment during A+M’s Content360 conference in Malaysia in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was shortlisted for Marketing Excellence Awards 2025 and chosen for coverage by the editorial team at A+M. 

Brand: RHB Banking Group
Campaign: Belonging

Challenge

Hari Raya Aidilfitri is Malaysia’s largest festive occasion, marking the end of Ramadan and bringing together families, friends, and communities. Traditions such as balik kampung (returning to one’s hometown), hosting open houses, and wearing new Baju Raya are central to the celebrations.

However, for many Malaysians, these rituals have become a privilege they cannot afford. Festive meals, home decorations, and new clothes — symbols of renewal, dignity, and togetherness — are often out of reach, leaving some families, particularly children, feeling excluded. Children who cannot participate may experience shame or isolation as they watch their peers enjoy the festivities.

For RHB, the challenge was clear: How could the bank make Hari Raya Aidilfitri a time of celebration for all Malaysians, including those who lack the means to properly participate?

Guided by its brand promise, “Together we progress,” RHB sought to make progress inclusive and ensure that the joy of Hari Raya could be shared by everyone.

Strategy 

To address the challenge of making Hari Raya Aidilfitri inclusive for all Malaysians, RHB centred its strategy on the true spirit of the festive season – giving, compassion, and community. Recognising that Raya is rooted in reflection, generosity, and acts of goodwill, the bank aimed to transform awareness of the issue into tangible action, mobilising Malaysians to directly impact the lives of those less fortunate.

RHB partnered with the Baju Raya Project, a not-for-profit initiative that collects and redistributes pre-loved Raya clothing to orphans and single mothers. The collaboration aligned with the bank’s commitment to inclusivity and community upliftment and provided a clear avenue to turn a simple charitable act into meaningful change.

The campaign, titled Belonging: Turning Old Clothes Into New Hope, centred on a film following Adib Khalid, the founder of the Baju Raya Project, whose chance encounter with an orphaned girl, Farah, inspired the initiative. The narrative highlighted the emotional significance of a single Baju Raya, bringing the campaign’s purpose to life. It culminated in a real-life reenactment of the annual Baju Raya collection at the mosque, showing the impact of the initiative and closing the story on a poignant moment of legacy and hope.

Execution

RHB brought the Baju Raya Project to life through a multi-channel campaign that combined digital storytelling with on-ground community action, turning the campaign’s message into real-world impact.

The campaign film was amplified across RHB’s official social media channels including Facebook, YouTube, Instagram, and TikTok. RHB also used a mix of organic content and paid video ads.

Emotional storytelling highlighted the experiences of beneficiaries and the founder of the Baju Raya Project, sparking conversations and inspiring participation. This multi-format approach ensured broad reach while fostering authentic engagement across diverse audience segments.

On the ground, RHB activated a collection drive that encouraged Malaysians from all walks of life to donate preloved or new Baju Raya. Branches across the country became hubs for community engagement, transforming everyday banking spaces into sites of collective generosity. 

Check out the other winners here.