Chinese Wok has partnered with Engaged Season 2 - Another Chance At Love on JioHotstar as its Official Food Partner, strengthening its culture-led engagement strategy aimed at Gen Z and young millennials.
The collaboration follows the brand’s Valentine’s Week Crush Hour at Wok campaign, extending the ‘Crush Hour’ platform from a high visibility seasonal activation into a longer term, content driven engagement play. With Engaged Season 2 centred on modern relationships, second chances and emotional journeys, the partnership positions Chinese Wok within conversations around love, crushes, situationships and everyday social moments.
As part of the integration, the brand will feature in a dedicated segment titled Dinner Dilemma, alongside organic placements during key bonding and discussion scenes. The association will be amplified digitally through co created content with contestants across social platforms.
Commenting on the association, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Young consumers connect with brands that feel culturally present and emotionally relevant. This partnership with Engaged Season 2 reflects our long-term strategy of building relevance through participation in culture, not just visibility around occasions.”
Adding to this, Vikas Iyer, Marketing Head, Lenexis Foodworks, said, “Gen Z lives on content, conversations and communities. By integrating Chinese Wok seamlessly into Engaged, we’re aligning with how young consumers discover, discuss and build relationships with brands today.”
The move adds to Chinese Wok’s expanding portfolio of entertainment led collaborations, including iPopstar on Amazon MX Player and Office Dancer on YouTube, reinforcing its positioning as a youth focused, culture forward QSR brand.
Hosted by Elvish Yadav and Jiya Shankar, Engaged Season 2 explores contemporary relationships through immersive tasks and real life scenarios. The show premiered on 14 February on JioHotstar, with 22 episodes rolling out on alternate days.
As competition within the QSR category intensifies, the association underlines how brands are leveraging long form entertainment to drive relevance and build deeper emotional connections with young audiences across platforms.
