Kuala Lumpur, 18 September 2025 — OCBC Bank has officially launched a regional brand campaign under the theme “Purpose is about lifting others,” aimed at showcasing real individuals whose hopes and efforts are making a meaningful impact within their communities. The campaign spans key markets including Malaysia, Singapore, Indonesia, and Hong Kong and emphasizes the bank’s commitment beyond financial services — to fostering positive change via community, aspiration, and shared purpose.
Developed in collaboration with GOVT Singapore and directed by Desmond Tan of Atypical Films, the campaign features four short films, each highlighting a person in one of the markets. In Malaysia, for example, one story follows Nash Jalaludin, a former luxury-hospitality professional who returned to his hometown in Lenggong after his father passed away, transforming his ancestral village into a guesthouse as a way to preserve heritage and strengthen local livelihood.
Other countries’ stories similarly lean into authenticity: in Singapore “A Stage for Dreams” follows someone using a personal passion to build a platform for others; in Hong Kong, Paralympian Ho Yuen-kei’s journey illustrates resilience and the belief in enabling others even in the face of adversity; and in Indonesia, a culinary advocate travels the archipelago to spotlight the unsung heroes behind its food culture.
OCBC’s brand promise, “For now, and beyond,” anchors the campaign. It underlines a long-term view: OCBC wants to be known not just for financial reliability, but for its role in enabling aspirations—both individual and collective. The bank frames its purpose as helping customers meet their needs today, while also lifting others and contributing to communities in meaningful ways.
The storytelling approach is deliberately personal, real, and rooted in localising each narrative in its respective market. Rather than employing celebrities or purely aspirational images, the campaign focuses on everyday people whose stories are significant because of their authenticity. OCBC believes this will deepen emotional connection with its customers and help differentiate its brand in a crowded banking sector.
