RHB Bank shows how it goes the extra mile in latest short film

RHB Banking Group has created a short film to summarise what the bank aspires to do alongside the launch of the brand's Together We Progress Initiative. The initiative is a new three-year corporate strategy that aims to inform the company’s brand purpose of "Making Progress Happen for Everyone" and highlights a customer-first culture.

Done together with FCB SHOUT, the video is titled "The Extra Mile" and was inspired by the true story of two RHB staff from Kuala Kangsar, who travelled 140km to Gerik during the pandemic to help a bedridden customer with the process of withdrawing his Employees Provident Fund for his medical expenses. The film will be promoted over the coming months. 

According Abdul Sani Abdul Murad, RHB Group’s group CMO, the film aims to address the efforts of the bank’s employees whose actions exhibited values that the bank advocates for, and encapsulates the brand purpose of "Making Progress Happen for Everyone". “The RHB brand that Malaysians have come to know and love is not built by the numbers in our annual report or the products that we have, but by our people,” he explained.

Meanwhile, Tjer, FCB SHOUT’s head of creative, added: “A big shout-out to our production partners at D’Moving Pictures and Grand Theft Records for coming along on this journey with us and turning our vision into an amazing film.” A+M has reached out to FCB SHOUT for additional information.

RHB Banking Group bagged the Marketer of the Year title at A+M's Marketing Excellence Awards Malaysia 2022 last month and together with FCB SHOUT, both parties also walked away with four gold and six silver trophies.  

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