Chinese Wok has introduced a Rs 99 Value Wok platform, offering either Veg Hakka Noodles or Veg Chowmein, as part of a new campaign aimed at everyday meal occasions. Conceptualised and executed by Havas Creative India, the effort zeroes in on the weekday lunch break and presents the Rs 99 meal as a small treat in an otherwise routine workday.
The campaign film shows noodles being wok-fired before the Value Wok boxes are served, and closes with the line “Chinese Wok’s Wokday Treat,” a playful twist on the word “workday.” Anupama Ramaswamy, Managing Director and Chief Creative Officer at Havas Creative India, said the idea grew from a simple consumer truth: weekdays can feel repetitive, and lunch is often the break people look forward to most. At Rs 99, she noted, the meal feels like a treat without needing a special occasion.
Arvind R P, CEO of Lenexis FoodWorks, said desi Chinese remains India’s favourite comfort food, filling, flavourful and familiar. The new value platform puts classics like Hakka Noodles and Chowmein within everyone’s reach and invites more people to dine in at Chinese Wok. He added that the platform is a key building block in the brand’s journey to become a truly omni-channel player as it expands across the country.
The Value Woks are available for dine-in and takeaway at participating Chinese Wok restaurants, subject to availability, with Hakka Noodles offered in select regions and Chowmein in others. The campaign is being promoted through outdoor advertising across malls, food courts and locations near high-street catchments.
