Chinese Wok, India’s largest home-grown Desi Chinese QSR, is strengthening its presence in Karnataka, one of its fastest-growing markets, while rolling out its new nationwide campaign, “Chinese Bole Toh, Chinese Wok.” With over 40 outlets already across Bengaluru and Mysuru and another 8–10 planned this financial year, the state is emerging as a key pillar in the brand’s growth story.
Consumer response in Karnataka has been especially strong. The Superbowl @ ₹99 has attracted thousands of new customers every month, while the recently launched combo range continues to gain popularity as a go-to choice for both office meals and family indulgences.
Speaking on the campaign, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Karnataka is not just a market for us, it’s a growth engine. Bengaluru’s vibrant food culture and Mysuru’s rising appetite for Desi Chinese have made this state a true stronghold for Chinese Wok. Alongside this expansion, the brand has rolled out its new nationwide campaign, “Chinese Bole Toh, Chinese Wok,” which turns everyday naming mix-ups into witty craving cues, reinforcing Chinese Wok as India’s go-to destination for Desi Chinese.”
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.
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
About Lenexis Foodworks
Lenexis Foodworks is a leading quick service food company in India, dedicated to crafting exceptional culinary experiences through its restaurants across high streets and malls. It operates a portfolio of distinct brands - Chinese Wok, The Momo Co., and Big Bowl that cater to a wide range of tastes and preferences, making it a trusted name in the food and beverage industry.
Founded in 2015, Chinese Wok is the flagship brand under Lenexis Foodworks and stands as India’s largest Chinese QSR brand. It is transforming the way Chinese cuisine is enjoyed by staying true to its founding principles of offering high-quality, hygienic Desi-Chinese dishes at affordable prices. It has a footprint of 240+ outlets in 45+ cities including Mumbai, Delhi, Bangalore, Vadodara, Pune, Chennai, Coimbatore, Bengaluru, Kolkata and Hyderabad. With a decade of leadership and innovation behind it, Chinese Wok has played a defining role in shaping the Desi Chinese category for modern India. As Lenexis Foodworks looks ahead, it is set to expand into new concepts and culinary formats—bringing fresh, flavour-forward experiences to consumers across the country.
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