Chinese Wok, India’s Desi Chinese QSR brand from Lenexis Foodworks, has appointed Havas Creative India and Arena Media, part of Havas Media Network India as its integrated creative, social, and digital media partner. The move comes as Chinese Wok scales beyond 260 outlets and sharpens its ambition toward 500 stores across Tier 1, 2 and 3 markets, requiring a unified, platform-led marketing approach built for national scale.
The brand is sharpening its youth-first positioning while scaling its cultural IPs such as Wok FM, Crush Hour, and a growing slate of content collaborations.
Moving beyond traditional campaign-led communication, this partnership signals Chinese Wok’s transition to platform-led, integrated brand building, designed to create consistency, cultural relevance, and long-term brand equity at scale.
Under the new mandate, Havas Creative India and Arena Media will jointly lead:
- Creative strategy and brand campaigns
- Social media strategy and content ecosystem development
- Digital performance marketing
- Media planning and buying
- Integrated campaign orchestration across ATL, digital, and in-store touchpoints
The focus will be on building a cohesive brand narrative that resonates with young consumers while delivering seamless offline-to-online brand experiences.
This appointment reflects a strategic intent beyond tactical execution. It underscores Chinese Wok’s focus on integrated storytelling, cultural participation, youth engagement, and data-backed creative decisions, supported by marketing systems built for national expansion.
As Chinese Wok accelerates its next phase of growth, the partnership with Havas Creative India and Arena Media sets the foundation for a culturally focused and integrated brand journey aligned with the brand’s expansion plans.
Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks said, “As Chinese Wok scales nationally, we are investing in integrated brand building that matches our growth ambition. Havas will partner with us in shaping the next chapter of our journey, where creativity, culture and commerce work seamlessly together.”
Vikas Iyer, Marketing Head, Lenexis Foodworks added, “Chinese Wok has always been a culture-first brand, and as we deepen our connect with Gen Z, integration becomes critical. With Havas, we aim to create sharper campaigns, stronger digital ecosystems, and measurable impact, ensuring the brand stays relevant, visible, and performance-driven at scale.”
Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India said, “Chinese Wok is pure fire, fast, flavourful and completely plugged into pop culture. As the brand spreads its sizzle across the country, our role is to bottle that energy into a living brand platform that fuels everything, from big campaigns to cheeky social chatter to irresistible in-store experiences. For me, it’s not just about visibility, it’s about vibe. Building a creative system that travels across markets, stays culturally sharp and performs as hard as it entertains. The aim is simple- stronger brand love, deeper youth obsession, and work that doesn’t just look good but moves business. More heat. More heart. More hunger.”
Uday Mohan, COO, Havas Media India & Havas Play said, “Chinese Wok is a brand that understands culture, speed, and the pulse of young India. As they enter their next phase of growth, integration becomes the real unlock. By bringing together creative, media, and performance under one cohesive vision, we aim to build a brand ecosystem that is culturally sharp, digitally agile, and built for scale. This partnership is about shaping a consistent, future-ready narrative that grows with the ambition of the brand.”
