Standard Chartered has rolled out a new branding initiative under the banner “Now is your time”— a call-to-action that encourages bold, decisive moves in life’s defining moments. Building on its legacy in trade, investment, and wealth corridors, the bank aims to showcase how it connects clients to real opportunities across fast-growing markets.
The campaign features child violin prodigy and TikTok star Yeonah Kim, dramatizing powerful turning points of ambition and growth. The centerpiece film, “Ode to Now,” follows four individuals, including Li Wen, a businesswoman who balances investment priorities like her young daughter’s future to show how key decisions can reshape paths.
“Standard Chartered has deep roots in the world’s fastest-growing economies which enables us to connect our clients’ ambitions to real opportunities,” said Sarah Hagan, Global Co-Head of Corporate Affairs, Brand and Marketing. She added that “Now is your time” underscores the bank’s support for those who choose to act. Meanwhile, Asheen Naidu of Leo Singapore noted that unlike typical ads fixated on the end result,” this campaign focuses on the moments of shift and choice.
With this fresh creative approach, the bank seeks to inspire confidence, spotlight pivotal decision points, and reinforce its role as a global enabler of individual and institutional ambitions.
