I&M Bank Uganda has launched its new thematic campaign, 'On Your Side,' reaffirming its commitment to being an empathetic financial partner that understands customers and supports them through every stage of their financial journeys.
The campaign was unveiled on Thursday, July 16, 2026, at Kampala Serena Hotel and will feature a special podcast series, 'A Chat with the I&M Bank CEO,' hosted by the bank's Chief Executive Officer, Robin Bairstow.
The inaugural episode features Uganda's Olympic champion and world record holder, Joshua Cheptegei, who was also unveiled as the face of the campaign.
Launched first in Uganda, the campaign will later roll out across other I&M Group markets, with the aim of bringing the bank's brand promise, 'On Your Side,' to life by demonstrating that banking is about more than transactions.
According to the bank, the campaign seeks to highlight its commitment to understanding customers, building trusted relationships, providing tailored financial solutions, and making a meaningful difference in the communities it serves.
Speaking at the launch, Bairstow said the campaign reflects I&M Bank's belief that success is strengthened by the right support and partnerships.
"Every journey is different, but one thing remains constant: people need a trusted partner who understands their goals, believes in their ambitions, and stands with them through every stage of their journey. That is what 'On Your Side' represents," he said.
He added that the bank's commitment extends beyond banking to supporting initiatives in health, education, refugee assistance and other community development programmes.
"I&M Bank believes that the prosperity of business and society is closely connected. By playing our part in supporting communities, we contribute to a stronger and more inclusive future for all," Bairstow said.
During the event, Bairstow also announced a three-year partnership between I&M Bank and the Joshua Cheptegei Foundation. The collaboration will see the bank support community initiatives spearheaded by the foundation that align with its Corporate Social Responsibility pillars.
Cheptegei, who recently won the Durban 10K race in South Africa, received a standing ovation during the event, which was hosted by sports pundit Andrew Kabura.
Sports journalist Allan Darren Kyeyune also delivered an emotional reflection on his 12-year journey covering Cheptegei's career across international competitions.
Welcoming the partnership, Cheptegei thanked I&M Bank and emphasized the importance of using success to create a lasting impact beyond sport.
"Every journey requires support, belief and people who genuinely stand by you. My story has been shaped by many people who believed in me and encouraged me to keep going. I also believe that success is not only about what we achieve, but also about the difference we create for others. That is why the message behind 'On Your Side' is one that I connect with," Cheptegei said.
He added:
"I've had the opportunity to learn more about I&M Bank, and one thing that stood out to me is how intentional they are about supporting people, whether it's through solutions for individuals, businesses or initiatives that uplift communities. It's encouraging to partner with an institution that is committed to helping people move forward while also investing in causes that create lasting impact. I'm excited about what we'll achieve together over the next three years."
I&M Group Head of Marketing and Communications, Mary Githinji, said the campaign reflects the Group's commitment to delivering a consistent customer experience across all its markets.
She noted that although each country has unique dynamics, the Group remains focused on ensuring customers receive the same quality of service, support and value wherever they engage with the bank.
"'On Your Side' is more than a campaign. It is a commitment to how we serve our customers every day. Our ambition is to ensure that every customer enjoys the same high standard of service across all our markets. Whether you walk into an I&M Bank branch in Uganda, Kenya, Rwanda, Tanzania or Mauritius, you should experience the same dedication to understanding your needs and helping you achieve your goals."
"Our promise to be on your side does not end with this campaign. It is a commitment that will continue to guide how we serve our customers wherever they interact with us," she added.
Annette Nakiyaga, Head of Marketing and Corporate Communications at I&M Bank Uganda, said the campaign also reflects the bank's broader role in supporting Uganda's economic and social development through responsible banking and community investment.
"Uganda has a diverse and dynamic customer base, and our approach has always been to understand the different needs and aspirations of the people we serve. Through 'On Your Side,' we are bringing together the different ways I&M Bank engages with customers and communities, while showcasing the partnerships and initiatives that continue to strengthen our role in Uganda's growth story," Nakiyaga said.
She also revealed that 'A Chat with the I&M Bank CEO' podcast will feature a variety of guests who will share their personal journeys, challenges, lessons and the partnerships that have shaped their success while inspiring others.