Grab SG scores badminton champ Loh Kean Yew as first brand ambassador

Grab Singapore has appointed Singapore badminton champion Loh Kean Yew (pictured) as its first Singapore brand ambassador. The partnership will kick off with a series of interactive campaigns that will help consumers engage with both Grab and Loh in fun ways, and discover how Grab is able to bring convenience and value to them every day.

Yee Wee Tang, MD of Grab Singapore, said Loh is an inspiration for many Singaporeans. Tang added that people look up to Loh and identify with him because he is authentic and works hard for his dreams despite the immense pressure faced by national athletes.

"His story of growth really captivated us at Grab. In many ways, Kean Yew's journey as an athlete mirrors our own journey to becoming the leading superapp in Southeast Asia today," Tang said.

Loh clinched the Badminton World Champion title in 2021 and has since won the hearts of Singaporeans with his humble boy-next-door personality and tenacious spirit. He also earned his Summer Olympics debut in Tokyo 2020.

To officially launch the partnership, Kean Yew joined Grab’s immersion programme for a day and experienced a bit of being a GrabFood delivery partner. Donned in the green GrabFood uniform, he made deliveries to five lucky consumers that day.

There will also be a Kean Yew Rally Instagram AR filter game and giveaway, allowing winners to win a badminton racquet autographed by Loh when they participate in the contest which runs until 31 October. At the same time, Grab is also handing out exclusive Grab x Loh Kean Yew GrabGifts card designs. More details will be shared on Grab's marketing channels and in-app soon. MARKETING-INTERACTIVE has reached out to Grab for additional information.

Loh said: "I am extremely humbled to be named Grab Singapore’s first brand ambassador and work with a brand that reflects my values. As I am always on the move, using the Grab app has become a big part of my daily life. I always look forward to browsing through the many food options on GrabFood especially when I have had a long day of training. It’s also really cool that I can still use the same app around Southeast Asia."

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