Chinese Wok has appointed Havas Creative India and Arena Media, part of Havas Media Network India as its integrated creative, social, and digital media partner. 

The Chinese QSR brand from Lenexis Foodworks is sharpening its youth-first positioning while scaling its cultural IPs such as Wok FM, Crush Hour, and a growing slate of content collaborations.

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, apart from integrated campaign orchestration across ATL, digital, and in-store touchpoints.

The focus will be on building a sharper, more cohesive brand narrative that resonates deeply with young consumers while delivering seamless offline-to-online brand experiences. 

The move comes as the brand 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.

This appointment reflects a strategic intent that goes beyond tactical execution. It underscores Chinese Wok’s commitment to integrated storytelling, deeper cultural participation, stronger youth connect, and data-backed creative decisions, all supported by scalable marketing systems built for national expansion.

Aayush Madhusudan Agrawal, founder and 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 and 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 and 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.”