Following the recent announcement for the production of its first Malaysian original Sorry Naik Lori, iQIYI International today unveiled its collaboration with foodpanda. This marks a significant milestone for iQIYI as it is the on-demand video streaming platform’s first brand integration collaboration in a drama, in Malaysia.
iQIYI’s partnership with foodpanda seeks to integrate the online food delivery platform’s branding in Sorry Naik Lori and the brand will be featured seamlessly in the form of a supporting character who is a foodpanda delivery partner.
With incidental brand exposure, viewers will also be given subtle educational exposures to foodpanda’s service and new offerings throughout the drama, seamlessly integrated in various scenes contributing to the plot.
“We are pleased to have foodpanda onboard as our first brand integration partner in a drama, especially with Sorry Naik Lori being our first Malaysian original. The continuous increase of digital consumption has propelled OTT platforms into becoming a highly effective tool for advertisers.
OTT advertising is reshaping the paid media landscape as it is scalable, measurable and has data driven targeting capabilities. iQIYI is committed to continuously customise and diversify our ad solutions to suit the needs of our partners. By leveraging on our global audience across 191 countries and regions, we focus on providing our brand partners maximum exposure on the platform,” said Sukhbir Sidhu, Head of Advertising Sales, iQIYI Malaysia.
“With foodpanda being iQIYI’s first brand integration partner, we are exploring more partnerships with other brands through upcoming Malaysian original dramas in the pipeline,” he added.
“Streaming services have disrupted the traditional content industry and with iQIYI’s capability to effectively target audience segments based on the type of content they are watching, we have decided to partner with them for the launch of the local original production Sorry Naik Lori.
We believe that this collaboration will be able to further strengthen foodpanda’s position among Malaysians and have a significant positive effect on our target market. We hope that with this collaboration, we are able to further educate viewers on the various services provided by foodpanda that goes beyond just food delivery,” said Bernard Chong, Director of Marketing, foodpanda Malaysia.
The production of Sorry Naik Lori is part of iQIYI’s ongoing initiative to contribute towards the local content ecosystem, powered by Malaysian creative minds. Collaborating with local production companies, iQIYI’s slate of upcoming Malaysian original showcases the best of Malaysia beyond its home market. It also provides opportunities to local talents and content creators while supporting local brands, advertisers and marketers.
Celebrating the start of its first Malaysian original production, iQIYI also launched an “iQIYI Catwalk Challenge” on social media Tiktok. The contest granted 5 lucky winners access to witness and make a special appearance in Sorry Naik Lori, on top of an attractive RM500 cash reward.
These lucky fans visited the production site to be a part of the filming alongside cast members Nazim Othman, Ruhainies, Nafiz Muaz, Sheila Mambo and more, in a grand local designer KL fashion show scene as part of the drama.
Further rewarding fans, iQIYI also hosted an exclusive fan visit session on 21 June 2022, inviting lucky iQIYI VIP pass holders to visit the production site to watch the filming of the fashion show scene. They were also given the opportunity to get up close and personal with their favourite stars on site.
A collaboration with renowned local production house Tsar Asia, Sorry Naik Lori is a modern day take on spousal dynamics through comedy and drama. It follows Khairul, a young lorry driver who lives in Penang with his wife Nadia, a housewife. Nadia dreams to become a social media influencer.
One day a random NikNok post of her at the restaurant propels her to fame. She soon receives an offer from a talent agency. Meanwhile, Khairul’s determination for extra income is met with resistance by bullies at work. All these resulted in a strain in their relationship and caused Khairul to feel insecure.
With a star-studded cast including Nazim Othman, Ruhainies, Tajul, Nafiz Muaz, Sheila Mambo, Asha Zainul and Ahmad Saffuan, Sorry Naik Lori will keep viewers hooked with multiple plot twists and character development. Shot in various locations across the country, fans in different states will also be able to resonate with the diverse local culture featured in the drama.
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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