Mumbai: Lenexis Foodworks-owned Desi Chinese QSR chain Chinese Wok has consolidated its creative, social, and media mandate with Havas Creative India and Arena Media (Havas Media Network India), as the brand accelerates national scale-up plans and transitions toward a platform-led marketing model.
The move comes at a time when Chinese Wok has crossed 260 outlets and is targeting 500 stores across Tier 1, 2 and 3 markets. The company said a unified, integrated approach across brand, digital, and in-store communication will be critical to sustaining consistency and cultural relevance as it expands geographically.
Under the mandate, the Havas agencies will jointly oversee brand strategy and campaigns, social and content ecosystem development, digital performance marketing, media planning and buying, and integrated orchestration across ATL, digital, and retail touchpoints.
The partnership signals a shift in Chinese Wok’s marketing architecture—from episodic campaigns toward always-on, platform-driven brand building. The brand is simultaneously sharpening its youth-focused positioning and scaling proprietary cultural properties such as Wok FM, Crush Hour, and content collaborations designed to deepen Gen Z engagement.
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 that deeper Gen Z connect and measurable digital impact were central to the mandate. “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,” he said.
From the agency side, Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India, said the focus would be on translating Chinese Wok’s pop-culture energy into a scalable brand platform spanning campaigns, social engagement, and in-store experience. “The aim is to drive both brand affinity and business outcomes as the chain expands into new markets,” she noted.
Uday Mohan, COO, Havas Media India & Havas Play, said integrating creative, media, and performance under a single strategic vision would help build a culturally resonant and digitally agile brand ecosystem. “This partnership is about shaping a consistent, future-ready narrative that grows with the ambition of the brand,” he said.
Chinese Wok said the appointment reflects a broader strategic intent to move beyond tactical marketing execution toward integrated storytelling, data-led creativity, and scalable systems capable of supporting national expansion. As competition intensifies in India’s fast-growing QSR segment, the company is positioning the Havas partnership as the foundation for its next phase of brand-led growth.
