Playful short films spotlight everyday name mixups to build strong brand recall as India’s go-to destination for Desi Chinese cravings

Mumbai : As India enters its biggest food and festive season, Chinese Wok – India’s largest home-grown Desi Chinese QSR is taking center stage with a bold new campaign that turns everyday naming mixup into a powerful craving cue. Launching this October, “Chinese Bole Toh, Chinese Wok” reinforces the brand as the country’s go-to answer for Desi Chinese cravings, right when indulgence, togetherness, and food-driven celebrations are at their peak.

At the heart of the campaign is a quirky consumer truth: people often misname or casually refer to Chinese food outlets. Each mix-up is dramatized in witty slice-of-life situations, before landing on the punchline: “Chinese Bole Toh, Chinese Wok” This playful narrative not only entertains but also strengthens brand recall, ensuring the name Chinese Wok stays top-of-mind for consumers across India.

The films will run across leading OTT platforms, social media, and high-impact broadcast moments, including the upcoming cricket season, ensuring the campaign reaches millions of viewers during peak festive and cricket season.

Speaking on the campaign, 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 are the campaign’s centerpiece, the larger rollout will also include influencer collaborations, AR-led in-store experiences, social media challenges, and cultural partnerships ensuring “Chinese Bole Toh, Chinese Wok” lives far beyond screens. These youth-focused, digital-first storytelling formats will amplify the campaign’s hook across consumer touchpoints, blending entertainment, interactivity, and brand engagement in signature Chinese Wok style.

Now operating 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.

Link to Campaign Film:

  1. Instagram: https://www.instagram.com/p/DPgLFDbiahE/
  2. Film 1: youtube.com/watch?v=i3f_rq513oM&feature=youtu.be
  3. Film 2: https://www.youtube.com/watch?v=Hr8Y89IVq_8