Restaurant India News: Chinese Wok Rolls Out New Brand Recall Campaign Across OTT, Social, and Cricket Platforms

Chinese Wok, the country’s largest home-grown Desi Chinese QSR, has launched a new marketing campaign designed to sharpen brand recall and position itself as the go-to choice for Desi Chinese cravings. The campaign, “Chinese Bole Toh, Chinese Wok,” went live in October and leverages everyday consumer behavior to create a memorable brand hook.

The central idea stems from a simple insight: people frequently misname or casually refer to Chinese food outlets. The campaign dramatizes these moments through light-hearted slice-of-life narratives that end with the punchline, “Chinese Bole Toh, Chinese Wok.” By turning these mix-ups into an engaging storytelling device, the brand aims to drive top-of-mind recall across diverse consumer groups during the festive and cricket season, both key consumption periods for QSR players.

The campaign will run across leading OTT platforms, social media, and key broadcast moments, particularly during the upcoming cricket season, ensuring mass visibility and high-frequency exposure.

Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Over the last decade, Chinese Wok has become synonymous with how India enjoys Desi Chinese bold flavours, youthful energy, and everyday cravings. With this campaign, we’re not just launching an ad; we’re taking a leadership stance. ‘Chinese Bole Toh, Chinese Wok’ is a cultural hook that we believe will define how the category is remembered and recalled for years to come.”

While the films serve as the core of the campaign, the broader rollout includes influencer partnerships, AR-led in-store activations, social media challenges, and cultural collaborations. These initiatives are designed to extend the campaign beyond digital screens, ensuring sustained engagement across multiple touchpoints. The focus on youth-centric, digital-first formats reflects the brand’s strategy of combining entertainment with interactivity to strengthen consumer connection.

Chinese Wok currently operates 240+ outlets across 45+ cities and is targeting 500 outlets by 2027, reflecting its aggressive growth ambitions. By launching this campaign during a high-consumption period, the brand aims to consolidate its leadership position in the Desi Chinese QSR segment and build stronger emotional resonance with consumers nationwide.