KUALA LUMPUR: Popular streaming service iQIYI has partnered with online food and grocery delivery platform foodpanda on its first Malaysian original drama series Sorry Naik Lori.
This represents the on-demand video streaming platform's first brand integration collaboration for its content in in Malaysia.
The partnership with see the foodpanda brand featured seamlessly in the form of a supporting character who is a foodpanda delivery partner.
Viewers will also be given subtle educational exposure to foodpanda's service and new offerings throughout the drama, seamlessly integrated in various scenes that contribute to the plot.
Sorry Naik Lori is a modern day take on spousal dynamics through comedy and drama which follows a young lorry driver named Khairul who lives with his wife Nadia in Penang.
Nadia, a housewife, dreams of becoming a social media influencer and is one day propelled to fame after a random NikNok post of her at a restaurant surfaces.
Nadia's increasing celebrity status and Khairul's challenges at work soon put a strain on their relationship.
Featuring a star-studded cast that includes Nazim Othman, Ruhainies, Tajul, Nafiz Muaz, Sheila Mambo, Asha Zainul and Ahmad Saffuan, Sorry Naik Lori is set to 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.
"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," said iQIYI head of advertising sales, Sukhbir Sidhu in a recent statement.
He added: "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," he said.
Sukhbir added that iQiyi would be exploring more partnerships with other brands through upcoming Malaysian original dramas in the pipeline.
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.
In conjunction with the celebrating start of its first Malaysian original production, the streaming platform also launched an iQiyi Catwalk Challenge on Tiktok recently.
Five lucky winners of the contest were given access to witness and make a special appearance in Sorry Naik Lori, in addition to winning a RM500 cash prize.
The fans visited the production site to be a part of the filming alongside cast members Nazim, Ruhainies, Nafiz, Sheila and more, in a grand local designer KL fashion show scene as part of the drama.
iQiyi's Sorry Naik Lori, which is a collaboration with local production house Tsar Asia, is set to be released sometime later in the year.