Chinese Wok, a Desi Chinese QSR brand from Lenexis Foodworks, has partnered with Bollywood movie Welcome to the Jungle to launch a nationwide culture-led marketing initiative aimed at strengthening its connect with Gen Z and millennial consumers.
As an official brand partner of the film, Chinese Wok is leveraging the release to bring together entertainment, digital experiences and in-store activations across its 270+ outlets.
As part of the initiative, consumers are experiencing movie-themed branding across Chinese Wok's outlets, alongside social contests offering movie vouchers and exclusive content featuring Arshad Warsi and Jacqueline Fernandez. The collaboration is being amplified across the brand’s digital ecosystem and social platforms, creating multiple touchpoints throughout the film's promotional journey.
Commenting on the partnership, Vikas Iyer, Head of Marketing, Lenexis Foodworks, said, "At Chinese Wok, we've always believed that the strongest consumer connections are built by becoming part of culture rather than simply advertising around it. Entertainment today is one of the biggest passion points for Gen Z and millennials, making it a powerful platform for brands to create meaningful engagement. Our collaboration with Welcome to the Jungle brings together a much-loved brand and one of the year's biggest Bollywood entertainers to deliver an experience that goes beyond food, combining cinema, digital engagement and in-store activations into a campaign that consumers can actively participate in."
