Streaming platform iQIYI launches mini-series with Grab MY

Asian streaming platform iQIYI has partnered with Grab Malaysia to bring audiences a new Malaysian-themed mini-series. Titled #CedokLife, the series is set to premiere exclusively on iQIYI on 16 September 2023, in conjunction with Malaysia Day celebrations.

#CedokLife offers viewers an inside look into everyday Malaysian encounters through the lens of Grab drivers and delivery partners. Following the stories of several main characters, the show showcases the hopes and aspirations of these individuals and highlights the daily interactions and shenanigans they face as Grab drivers or delivery partners.

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Highlighting this partnership as a step in the right direction for the industry, Fahmi Fadzil, the Minister of Communications and Digital said. “Malaysia is an amalgamation of many folks of different backgrounds, cultures and personal stories. The fact that Grab and iQIYI have partnered to bring their stories to life underscores the positive impact of such partnerships in not only fostering the local film industry but also to help share the everyday Malaysian stories with a wider audience.”

He added that these individuals exemplify the core values of togetherness and unwavering commitment to exceptional service.

Although comedic, the series also emphasises real stories that reflect our Malaysian culture and identity, highlighting what it truly means to be Malaysian and how our lives are interconnected through the people we meet every day.

In line with embodying a truly Malaysian feel, #CedokLife features a cast of emerging talents in the local entertainment industry who have made appearances in various local films and TV series.

Dinesh Ratnam, country manager of iQIYI Malaysia and senior director of the International Business Department said, “As we come together to celebrate the many facets of Malaysian life, #CedokLife provides an opportunity for us to celebrate the unsung heroes that have shaped the Malaysian way of life today and recognise what makes Malaysia truly unique; its people.”

The series also aims to provide an opportunity to highlight the vital role drivers and delivery partners play in our everyday lives. By telling the story from their perspectives, we get to see the encounters and interactions they have, be it good, bad, or as an interesting story to tell.

Adelene Foo, managing director of Grab Malaysia said, “As we celebrate the birth of our great nation, we would also like to take this opportunity to pay tribute to the unsung heroes who tirelessly serve at the forefront of our daily lives - our Grab driver and delivery partners.”

Grab Malaysia appointed Foo as managing director earlier this year in February. In her role, Foo is overseeing the business strategy and operations of Grab’s businesses in Malaysia. Having worked at Grab for a decade, Foo previously helmed the role of country head in Malaysia from 2012 to 2014. She then moved on to regional roles, most recently the regional head of merchants and regional head of GrabExpress as well as newly appointed CEO of Jaya Grocer. She succeeds Sean Goh, who assumes the position of regional head of deliveries and mobility.

Before her time at Grab, Foo was a consultant at Accenture Management Consulting. According to her LinkedIn, her array of duties included service analytics strategic consulting, multi-channel customer strategy, customer analytics and segmentation, campaign management and business strategy.

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