Chinese Wok, one of India’s largest home-grown Desi Chinese quick-service restaurant (QSR) chains, has launched a new campaign titled ‘Chinese Bole Toh, Chinese Wok’. According to the brand, the campaign is designed to reinforce Chinese Wok as the preferred choice for Desi Chinese cravings during India’s peak food and festive season.
The campaign centers on a consumer insight that people often casually misname Chinese food outlets. Each instance of a naming mix-up is presented in short films depicting everyday situations, concluding with the tagline ‘Chinese Bole Toh, Chinese Wok.’ The brand claims that this narrative approach is intended to entertain viewers while enhancing brand recall across India.
Watch the film here:
The films are scheduled to run across OTT platforms, social media, and broadcast channels, including tie-ins with the upcoming cricket season. The rollout is also said to include influencer collaborations, AR-led in-store experiences, social media challenges, and cultural partnerships, with the aim of extending the campaign’s presence beyond screens.
Watch the second film here:
Speaking on the campaign, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Over the last decade, Chinese Wok has become synonymous with how India enjoys Desi Chinese bold flavours, youthful energy, and everyday cravings. With this campaign, we’re not just launching an ad; we’re taking a leadership stance. ‘Chinese Bole Toh, Chinese Wok’ is a cultural hook that we believe will define how the category is remembered and recalled for years to come.”
Chinese Wok currently operates over 240 outlets across 45 cities in India and is planning to expand to 500 outlets by 2027, as claimed by the brand
Watch the Instagram Campaign here:
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