RHB Bank: Heart baker, love triumphs over taboos

RHB, a financial services brand, told the story of a nine-year-old aspiring chef and raised funds for her disabled sister's treatment with its Heart Baker campaign in Malaysia.

Summary Statement

Creating Malaysia's #1 CNY campaign

Whilst festive commercials have long been a staple of Malaysian advertising, RHB's festive campaigns have emerged as the gold standard for effective long-term brand-building, as evident by the campaign's role in transforming an out-of-touch legacy bank into a true-blue challenger brand that is loved by its audiences. The campaign's steadfast adherence to telling real-life challenger stories within the festive context has not only won RHB numerous local, regional and global acclaim, it has more importantly been the bedrock on which RHB has continued to deliver impressive business growth YOY. Of all the campaigns...

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