RHB spotlights dignity and women's empowerment in CNY film inspired by Komuniti Tukang Jahit

RHB has launched its latest Chinese New Year campaign, "Dignity", placing the spotlight not on prosperity or abundance, but on self-worth, purpose and the quiet strength that allows people to rise, regardless of where they begin.

Conceptualised by the bank’s long-time agency partner THE SHOUT GROUP (FCB SHOUT), the film is inspired by the true story of Yap Sue Yii, co-founder and CEO of Komuniti Tukang Jahit (tailor community), a social enterprise that empowers women from the B40 community through sewing skills and fair income opportunities. What began as a small tailoring initiative has grown into a movement, uplifting more than 800 women across Malaysia by helping them regain independence, confidence and dignity.

Set against the cultural backdrop of Chinese New Year, "Dignity" follows the journeys of women rebuilding their lives through craftsmanship. The narrative captures moments of uncertainty, perseverance and renewal, while underscoring a central truth that while circumstances may change where you stand, they can never define who you are.

A recurring visual motif throughout the film is the lotus, used as a metaphor for resilience and new beginnings. Blooming from murky waters yet untouched by them, the flower symbolises the women whose lives have been reshaped through Komuniti Tukang Jahit, reinforcing the idea that dignity is not defined by circumstance, but by belief.

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From a creative standpoint, THE SHOUT GROUP shared that Komuniti Tukang Jahit was chosen because it represents a quieter, more meaningful form of progress. Rather than a story of speed or scale, it reflects how dignity can be restored through purposeful work, patience and care, mirroring how real impact often happens.

According to RHB, the campaign reflects its long-held brand purpose of making progress happen for everyone, with progress defined beyond financial growth alone, as well as its role in society. Not to take centre stage, but to create conditions for others to stand taller, rebuild confidence, and move forward at their own pace. Group chief marketing officer Abdul Sani Abdul Murad said the film was rooted in the belief that empowerment, not handouts, is what allows individuals and communities to move forward with confidence and pride.

“At RHB, our purpose has always been clear, to make progress happen for everyone. But progress, to us, is not just about financial growth or scale. It is also about giving people dignity and self-worth, and creating opportunities that allow individuals and communities that we serve to stand on their own with confidence and pride,” he said.

Speaking on the storytelling approach, Wang le Tjer, executive creative director of THE SHOUT GROUP, explained to A+M that the team focused on identifying the emotional truth at the heart of Sue Yii’s journey, rather than treating the film as a documentary.

“For many years, RHB’s festive films have celebrated everyday Malaysian heroes, and our storytelling approach has remained consistent. We don’t treat these stories as documentaries. Instead, we identify the most powerful emotional truth and build a cinematic narrative around it,” he said, adding that the impact Sue Yii has had on more than 800 women became the anchor for every creative decision.

"On the surface, this story may convey a strong and inspiring message about women empowerment. But on a deeper level, it’s essentially a human story that is relevant to anyone and everyone," added Wang. Launched on 22 January (Thursday), "Dignity" was created together with production partners D Moving Pictures and GT Records, while post-production was handled by Film Troop Post. 

Besides RHB, many other brands have also released their Chinese New Year campaigns. Spritzer is ushering in the festive season with "Unstoppable love" (马不停情), a campaign that blends heartfelt storytelling, immersive on-ground experiences and a clear focus on healthier festive choices. It centres on a festive film that explores timeless family bonds, love and acceptance, while reinforcing Spritzer’s positioning as a natural, healthier hydration option during the festive season.

Meanwhile, MR D.I.Y. Malaysia is ushering in Chinese New Year 2026 with a courtroom twist, launching a festive web film that swaps the traditional reunion dinner table for an ancient court inspired by the legendary Justice Pao. Titled 'The Family Trial 2: Storm of Reunion', the approximately 10-minute web film anchors the brand’s Chinese New Year campaign, blending humour, emotion and cultural nostalgia to explore themes of family, reconciliation and unspoken sacrifice.

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