India – Chinese Wok, part of Lenexis Foodworks, has appointed Havas Creative India and Arena Media, a unit of Havas Media Network India, as its integrated creative, social, and digital media partner.
The appointment comes as the brand continues to expand beyond 260 outlets, with a stated target of 500 stores across Tier 1, 2, and 3 markets. The partnership is also intended to provide a unified, platform-led marketing approach to support national growth.
The collaboration will focus on strengthening Chinese Wok’s youth-oriented positioning and leveraging its existing cultural initiatives, including Wok FM, Crush Hour, and other content partnerships.
With this, the agencies will jointly handle creative strategy, brand campaigns, social media strategy, content ecosystem development, digital performance marketing, media planning and buying, and integrated campaign execution across above-the-line (ATL), digital, and in-store channels.
Aayush Madhusudan Agrawal, founder and director of 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 at Lenexis Foodworks, also added, “Chinese Wok has always been a culture-first brand, and as we deepen our connection 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.”
Moreover, Anupama Ramaswamy, managing director and chief creative officer at Havas Creative India, commented, “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.”
Finally, Uday Mohan, COO of Havas Media India and Havas Play, said, “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.”
The partnership marks a strategic shift for Chinese Wok towards platform-led, integrated brand building, aiming to deliver consistent narratives, cultural relevance, and long-term brand equity across India’s fast-growing quick-service restaurant sector.
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