Why OCBC is shining a spotlight on the birthplace of Kuala Lumpur

As brands increasingly look to heritage and culture to deepen consumer connections, OCBC Malaysia is turning its attention to the neighbourhood it has called home for decades.

Through its "Our hood, our heritage" campaign, the bank is inviting Malaysians to rediscover the stories, communities and landmarks that have shaped the Masjid Jamek district, widely recognised as the birthplace of Kuala Lumpur.

The campaign, which launched in April and runs through June 2026, coincides with Visit Malaysia Year 2026 and reflects OCBC Malaysia's own long-standing ties to the area. The bank first established a branch on Mountbatten Road, now Jalan Tun Perak, in 1926, while its headquarters, Menara OCBC, has stood in Masjid Jamek for more than 20 years.

According to Ann Lim, head of brand and communications at OCBC Malaysia, the initiative was inspired by both the bank's heritage and a desire to spotlight the living culture that continues to define the district.

"Heritage is not only about preserving buildings, but also about recognising the people, communities and living culture that continue to shape the city today. This is what the campaign aims to honour," said Lim.

She added that the ongoing rejuvenation of Menara OCBC provided a natural opportunity for the bank to reflect on both its own legacy and the district's history while looking ahead to its future evolution.

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More than bricks and mortar

Rather than focusing solely on iconic architecture, OCBC has designed the campaign as a multi-layered experience that combines storytelling, exploration and community engagement.

Among its key elements is a three-part video series featuring Southeast Asian history researcher Enzo Sim, who explores the origins of Kuala Lumpur, the significance of Masjid Jamek and the communities that continue to shape the area.

The campaign also includes a curated heritage trail connecting landmarks, long-standing businesses and hidden gems around the district, complemented by guided walking tours led by Sim.

Interactive components have also been woven into the experience. In partnership with WePostWeCare, visitors can participate in a heritage stamping activity across four locations, including Menara OCBC, KL City Gallery, KLCG Confectionery & Bakery and Mountbatten Café.

Alongside these activities, a neighbourhood stories series spotlights family-run businesses and individuals who have contributed to the area's identity over generations.

"The campaign intentionally balances well-known landmarks with lesser-known locations and long-standing local businesses to provide a more holistic and authentic narrative of the area," Lim explained.

"Ultimately, the aim was not just to showcase buildings, but to tell the stories of the people and communities behind them."

Bringing heritage to younger audiences

A central creative component of the campaign is its collaboration with Malaysian illustrator duo Sankemakly Studio (@sankemakly), known for their hand-drawn architectural illustrations.

The duo was commissioned to reinterpret heritage landmarks and neighbourhood businesses through a contemporary visual lens, with their artwork appearing across social media content, trail materials, merchandise and a limited-edition heritage bottle.

"Their work offers a contemporary and visually engaging interpretation of the neighbourhood's heritage, helping to make historical narratives more accessible, particularly to younger audiences," said Lim.

For OCBC, the campaign is ultimately about encouraging Malaysians to slow down and rediscover the stories that exist within their everyday surroundings. "We hope the campaign inspires a deeper appreciation for the history and heritage of Kuala Lumpur, encouraging people to see the area with fresh eyes while recognising that heritage also lives in local businesses, communities and shared memories," Lim said.

From a brand perspective, she added, the initiative reinforces OCBC's identity as more than simply a financial institution. "It reflects our deep commitment to supporting the growth of Malaysia and its people, while reinforcing our long-standing presence in the Masjid Jamek area," said Lim.

Earlier in March this year, OCBC Malaysia made its mark with its first ever Raya film, that redefined what it means to leave a legacy behind. Created in partnership with Ensemble Malaysia, the film titled “Di samping ayah” ('Beside my father') centred on the idea that inheritance extends beyond financial wealth, living on through the values, wisdom and quiet lessons passed from one generation to the next.

The story played on the dual meaning of the samping, a traditional Malay garment, using it as both a cultural symbol and a metaphor for a life lived alongside the guidance of a father. Through this narrative, the film highlights how a parent’s subtle teachings continue to shape a child’s path even as they grow older and forge their own journeys.

Prior to that, the bank launched of "Project Lift-fluencers", a six-part social series developed with Ensemble, that shined a light on everyday Malaysians creating impact within their communities.

Anchored in OCBC’s #SamaSamaBangkit platform, which loosely translates to “let’s rise together”, the campaign shifts the focus from follower counts and personal fame to shared purpose, collective uplift and quiet acts of leadership. The documentary-style series features six short films, each under 90 seconds, and was created in collaboration with Human Edition, a storytelling project founded by Shi Han that documents human-centred narratives across Malaysia.

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