Chinese Wok has launched a new campaign, ‘Chinese Wok’s Wokday Treat’, to promote its ₹99 Value Woks, positioning everyday workday meals as an opportunity for a quick and satisfying Desi-Chinese treat.
Conceptualised and executed by Havas Creative India, the campaign centres on the familiar weekday lunch break, when officegoers and young professionals look for a filling meal without spending as they would on a special occasion.
The campaign film brings the food to the forefront with visuals of freshly wok-fired noodles, followed by Value Wok boxes arriving at the table and the satisfaction of the first bite. The film culminates in the campaign mnemonic, ‘Chinese Wok’s Wokday Treat’, a play on the word ‘workday’ that turns an ordinary lunch into a small everyday indulgence.
The platform features Veg Hakka Noodles and Veg Chowmein at ₹99, with separate campaign films showcasing the two offerings. The campaign is also being amplified through outdoor communications across malls, food courts and key locations near high-street catchments.
Speaking about the campaign, Arvind R P, CEO, Lenexis FoodWorks Pvt Ltd, said, “Desi Chinese is India’s favourite comfort food: filling, full of flavour and deeply familiar. With the launch of new ₹99 value platform, we’re putting our classics like Hakka Noodles and Chowmein within everyone’s reach and inviting more of India to dine-in at Chinese Wok, not just at their homes. This new value platform, brought to life by Havas Creative India, is a key building block of how we’re building Chinese Wok into a truly omni-channel brand as we expand across the country.”
Anupama Ramaswamy, Managing Director and Chief Creative Officer, Havas Creative India, said, “We wanted to take a very simple consumer truth - that weekdays can feel repetitive and practical, and lunch is often the small break you actually look forward to - and turn it into something ownable for Chinese Wok. At ₹99, the Value Wok gives consumers a meal that feels like a treat without needing a special occasion. ‘Chinese Wok’s Wokday Treat’ captures that thought in a simple, memorable and distinctly Chinese Wok way.”
