Chinese Wok, India’s largest Desi Chinese QSR brand from Lenexis Foodworks, has partnered with the upcoming Bollywood film Welcome to the Jungle as its official brand partner, launching a nationwide marketing campaign that blends cinema, food and digital engagement.
The collaboration aims to strengthen Chinese Wok’s connection with Gen Z and millennial consumers by leveraging one of the year’s biggest Bollywood releases. As part of the campaign, the brand is introducing movie-themed branding, celebrity content and interactive experiences across its network of more than 270 outlets nationwide.
The partnership reflects the growing role of entertainment as a cultural touchpoint for brands looking to build deeper consumer engagement beyond traditional advertising. Through co-branded creatives, in-store branding and digital-first experiences, Chinese Wok is extending the campaign beyond its restaurants and into consumers’ everyday entertainment journeys.
As part of the activation, customers visiting Chinese Wok outlets will experience Welcome to the Jungle-inspired branding, while the brand is also hosting social media contests offering movie vouchers and exclusive content featuring actors Arshad Warsi and Jacqueline Fernandez, who share their love for Chinese Wok. The campaign will be amplified across the brand’s digital ecosystem throughout the film’s promotional run.
The latest campaign builds on Chinese Wok’s ongoing collaborations across films, OTT platforms and music properties, reinforcing its long-term strategy of positioning itself at the intersection of food, entertainment and youth culture.
By tapping into one of Bollywood’s biggest upcoming releases, Chinese Wok is continuing its culture-led marketing approach, creating immersive brand experiences that go beyond dining and strengthen its relevance among younger consumers.
Commenting on the partnership, Vikas Iyer, Head of Marketing, Lenexis Foodworks, said “At Chinese Wok, we’ve always believed that the strongest consumer connections are built by becoming part of culture rather than simply advertising around it. Entertainment today is one of the biggest passion points for Gen Z and millennials, making it a powerful platform for brands to create meaningful engagement. Our collaboration with Welcome to the Jungle brings together a much-loved brand and one of the year’s biggest Bollywood entertainers to deliver an experience that goes beyond food, combining cinema, digital engagement and in-store activations into a campaign that consumers can actively participate in.”
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