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Chinese Wok, one of India’s popular quick-service restaurant (QSR) chains specialising in Desi Chinese cuisine, has announced its partnership with RVCJ Media for the reboot of the web series Wrong Number. As a co-sponsor, Chinese Wok steps into an exciting collaboration aimed at connecting with younger, content-savvy audiences through engaging digital entertainment.
The partnership forms part of Chinese Wok's ongoing strategy to deepen its connection with consumers through innovative, cross-media initiatives. Wrong Number Reboot integrates the brand seamlessly into the storyline, allowing Chinese Wok to highlight its trendy, youth-appealing cuisine in a fresh and relevant context. This collaboration aims to elevate the brand’s visibility among digital natives while providing a distinctive way to experience its flavours.
Aayush Agrawal, Founder of Lenexis Foodworks, expressed his enthusiasm about the collaboration, stating, “We’re thrilled to collaborate with the creators of the series for Wrong Number Reboot. At Chinese Wok, we are constantly exploring new avenues to connect with our audience in meaningful ways. This partnership allows us to bring our brand to life in a unique setting, showcasing the essence of Chinese Wok in a format that’s fresh, engaging, and memorable. Our aim is to merge the appeal of digital entertainment with our love for Desi Chinese cuisine.”
The partnership follows the success of Chinese Wok’s first foray into film integration, through a collaboration with the blockbuster movie Bhool Bhulaiyaa 3. This integration was a key moment for the brand, where it connected with audiences by associating with the film's popular franchise and its lead actor Kartik Aaryan. During the campaign, Chinese Wok introduced the “Balance the Wok” Instagram filter, which allowed users to virtually balance a wok while collecting ingredients, blending the excitement of the film with the brand’s signature flavours.
This new collaboration marks the latest effort by Chinese Wok to expand its digital presence and build deeper connections with Indian audiences by merging food with entertainment. Through its ongoing partnerships, the brand continues to create unique, memorable experiences that resonate with both existing and new customers across India.
