As India steps into its biggest food and festive season, Chinese Wok, the home-grown Desi Chinese QSR, has unveiled a new campaign that transforms everyday naming mix-ups into a powerful craving trigger. Launched this October, “Chinese Bole Toh, Chinese Wok” positions the brand as the country’s go-to destination for Desi Chinese cravings; right at the peak of indulgence, togetherness and food-driven celebrations.
At the core of the campaign lies a quirky consumer insight: people often misname or casually refer to Chinese food outlets. Each of these mix-ups is brought to life in witty, slice-of-life scenarios, culminating in the punchline: “Chinese Bole Toh, Chinese Wok.” The playful narrative is designed not only to entertain but also to reinforce brand recall, ensuring that Chinese Wok stays top-of-mind for consumers across India.
The short films will be showcased across OTT platforms, social media and high-impact broadcast moments, including the upcoming cricket season, reaching millions during the peak festive and sports periods.
 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 short films form the campaign’s centerpiece, the broader rollout includes influencer collaborations, AR-led in-store experiences, social media challenges and cultural partnerships, ensuring that “Chinese Bole Toh, Chinese Wok” resonates far beyond screens. These youth-focused, digital-first storytelling formats amplify the campaign’s hook across consumer touchpoints, blending entertainment, interactivity and brand engagement in true Chinese Wok style.
Currently operating over 240 outlets across 45 cities, Chinese Wok is on track to expand to 500 outlets by 2027. With “Chinese Bole Toh, Chinese Wok,” the brand is inviting consumers across India to laugh, share and, most importantly, satisfy their next craving with Chinese Wok. |
