Chinese Wok turns up the heat with Schezwan Fries campaign

India – Chinese Wok has launched a new marketing campaign to introduce ‘Schezwan Fries’, marking its entry into the French fries category. Conceptualised and executed by Havas Creative India, the campaign positions the launch as a category innovation rather than a routine product addition.

Targeting urban Gen Z consumers and young professionals, the campaign combines bold storytelling, interactive product experience, and visually striking design to highlight the brand’s fusion of Desi Chinese flavours with a popular global snack. The hero product, Schezwan Fries, features golden fries topped with Schezwan seasoning and is finished by consumers in a DIY Shake-Shake Bag. 

Aayush Madhusudan Agrawal, founder & director, Lenexis Foodworks, commented, “With Schezwan Fries, we are not just entering the fries category—we are creating a new snacking expression rooted in Desi Chinese, a space we have led for over a decade. This launch is part of our larger vision to extend our flavour authority beyond meals and build snack formats that are bold, familiar, and scalable across the country.”

The campaign’s creative approach is intended to make the product visually and experientially memorable. Anupama Ramaswamy, MD & chief creative officer, Havas Creative India, said, “Here’s a spicy, crackling TVC for the new Schezwan Fries that doesn’t just land the message, it tosses it in the air, flips it mid-flame and serves it sizzling. Full power. Full flavour. Full on Desi Chinese swagger.”

Moreover, the launch included digital rollout across platforms YouTube and Instagram, supported by in-store visibility and high-impact visuals. Vikas Iyer, marketing head, Lenexis Foodworks, added,  “Fries are no longer just a side; they are a mood, a craving, and a cultural staple for Gen Z and millennials. With our Shake-Shake Fries, we have built an experience that’s interactive, bold and packed with flavour.”

The campaign seeks to create a strong cultural footprint for Chinese Wok in the snack category, combining interactive consumer experiences with high-energy storytelling to engage its target audience.