CIMB Bank Singapore depicts the family dramas facing 15-year-old Luna

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CIMB Bank Singapore has launched a brand-new campaign video ahead of Chinese New Year in an attempt to highlight hope, a reigning theme of the year of the rabbit. The video, titled “A Very ‘Luna’ New Year”, features a 15-year-old girl, Luna, who has been tasked with helping her grandparents run their family's home-based business as they prepare for their first Lunar New Year without their mother.

Through the video, CIMB plays up familial ties, multi-generational bonds and the importance of supporting one another through life's most significant moments.

The campaign also brings to life CIMB's desire to move with its customers though every key moment in their lives. The video, which was conceptualised and developed with Little Red Ant agency, is part of the bank’s Chinese New Year campaigns that will run alongside a plethora of offers and activations by the brand. These include allowing cardmembers to receive hotel dining vouchers with a minimum spend on a CIMB credit card.

MARKETING-INTERACTIVE has reached out for a comment.

The campaign launch comes shortly after the bank appointed Effendy Shahul Hamid as CEO, group consumer and digital banking, effective 1 January 2023. The appointment sees the Group Consumer Banking and CIMB Digital Assets businesses subsumed under the broader umbrella of Group Consumer and Digital Banking to drive the growth of CIMB’s consumer business and accelerate its digital agenda in alignment with its Forward23+ strategic plan.

Effendy’s appointment is pursuant to the retirement of Samir Gupta after 12 years of service with the group. Gupta joined CIMB Group in 2010 as consumer banking director of CIMB Niaga, CIMB’s Indonesian unit, and he has been the CEO, group consumer banking since 2016.

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