Chinese Wok, the Desi Chinese QSR brand from Lenexis Foodworks, has unveiled a new brand jingle in collaboration with Marathi singer and composer Rohit Raut.
Built around the brand's positioning, “Chinese Bole Toh Chinese Wok”, the jingle is designed to enhance consumer recall and deepen engagement with younger audiences through music and popular culture.
The collaboration brings together Chinese Wok's youthful and flavour-led brand identity with Raut's growing popularity among Marathi-speaking and digital-first consumers. Known for songs such as Hrudayat Vaje Something, Nakhrewali, Hil Pori Hila and Datlele Dhuke, the singer has built a strong following among younger listeners.
Commenting on the initiative, Vikas Iyer, Head of Marketing, Lenexis Foodworks, said, “At Chinese Wok, we have always believed that culture is one of the strongest ways to build meaningful consumer connections. Music has the ability to create instant recall while bringing a brand’s personality to life. Rohit’s energetic style, strong youth appeal and cultural relevance made him a natural fit for this collaboration. Through this jingle, we wanted to create something memorable, engaging and reflective of the vibrant spirit of Chinese Wok.”
The launch is part of Chinese Wok's broader strategy to drive youth engagement through culture-led marketing initiatives, with a focus on music, entertainment and digital platforms to build stronger consumer affinity beyond the dining experience.
