Standard Chartered's new global platform champions bold moments and decisive action

Standard Chartered has rolled out a new global brand platform, “Now is your time”, positioning the bank as a partner that empowers clients to act decisively in pivotal moments.

The campaign, created in partnership with Leo Singapore, builds on the bank’s heritage in investment, trade and wealth corridors that link capital and commerce across global markets. It centres on a film titled “Ode to now”, which dramatises four characters as they navigate moments of ambition and achievement.

Among them is Li Wen, an affluent businesswoman investing in her daughter’s future; Rahul, a corporate investor moving fast in dynamic markets; and Zahra, an engineer pitching her bold idea.

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Li Wen’s daughter is played by TikTok sensation and child prodigy violinist Yeonah Kim, who is featured both as a character and as herself. Kim, known for her virtuoso performances that have drawn millions of views online, performed the soundtrack live during filming with the Malaysian Philharmonic Orchestra. She will continue to front the campaign through exclusive social media and behind-the-scenes content.

"Now is your time" will run globally across out-of-home, regional TV, digital channels and premium publishers, supported by a refreshed brand design system aimed at delivering a more aspirational and consistent visual identity.

"Standard Chartered has deep roots in the world's fastest-growing economies which enables us to connect our clients' ambitions to real opportunities. ‘Now is your time’ celebrates that we're here for those who choose to make things happen," said Sarah Hagan, global co-head of corporate affairs, brand and marketing at Standard Chartered. "Yeonah Kim, our incredible young violinist, has captured our hearts, and we are proud to see her take centre stage in the campaign," she added.

In tandem, Asheen Naidu, group executive creative director, Leo Singapore said, "Financial services advertising is crowded with glossy images of success, fixated on the end result. We chose instead to focus on the real-world moments that come before it, the grit, the vision, the determination.

"Those moments gave us a visual language and an authentic tone for the Standard Chartered brand that reflect the energy and momentum that come from having the right support," added Naidu.

The launch of the new global platform comes shortly after Standard Chartered introduced “WellnessNOW”, a campaign positioning financial wellness as a key dimension of overall well-being. The three-part video series explores themes such as breathwork, mindfulness, Ayurveda and detox, drawing parallels between these practices and how individuals approach priorities, wealth and daily routines.

Unlike traditional bank advertising, the series carries no direct call-to-action or product placement. Instead, it seeks to resonate with affluent consumers who are placing equal weight on emotional, physical and mental clarity alongside financial growth.

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