The new campaign uses humor and cultural cues to strengthen brand recall, positioning Chinese Wok as India’s go-to destination for Desi Chinese cravings this festive season.

Chinese Wok, India’s largest homegrown Desi Chinese QSR, has rolled out a new campaign titled ‘Chinese Bole Toh, Chinese Wok’, celebrating India’s love for Desi Chinese food this festive season. The campaign uses playful short films to humorously capture everyday mix-ups when people refer to Chinese food outlets, turning these moments into a strong brand recall cue.

The narrative dramatizes these relatable mix-ups through witty, slice-of-life scenarios, ending with the punchline: ‘Chinese Bole Toh, Chinese Wok’. By combining humor and authenticity, the campaign reinforces Chinese Wok as the go-to choice for Desi Chinese cravings during a season of food, festivity, and togetherness.

The films will air across OTT platforms, social media, and high-impact broadcast events, including the cricket season, to maximize visibility during India’s peak entertainment moments.

Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said: “Chinese Wok has become synonymous with bold flavours, youthful energy, and everyday cravings. This campaign is a cultural hook that will define how the category is remembered for years.”

Vikas Iyer, Marketing Head, Lenexis Foodworks, added: “Great brands own cultural cues. This campaign ensures Chinese Wok becomes the instinctive answer whenever India thinks of Chinese.”

Beyond films, the campaign spans influencer collaborations, AR-led in-store experiences, social media challenges, and cultural partnerships, amplifying engagement through youth-driven, interactive storytelling.