Havas Creative India & Arena Media Win Chinese Wok’s integrated mandate

Desi Chinese QSR brand Chinese Wok has appointed Havas Creative India and Arena Media, part of Havas Media Network India, as its integrated creative, social and media partners.

The mandate comes at a pivotal growth phase for the brand, which has expanded to over 260 outlets and is targeting 500 stores across Tier 1, 2 and 3 markets. The partnership will span creative strategy, brand campaigns, social media, digital performance marketing, media planning and integrated execution across ATL, digital and in-store touchpoints.

Owned by Lenexis Foodworks, Chinese Wok has been building cultural properties such as Wok FM and Crush Hour, alongside content collaborations aimed at strengthening its connect with younger audiences.

Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said the brand is investing in integrated brand building to match its national ambitions. “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,” he said.

Vikas Iyer, Marketing Head, Lenexis Foodworks, added that integration is key as the brand sharpens its focus on Gen Z. “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.

Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India, described Chinese Wok as a brand deeply plugged into pop culture. She said the focus would be on building a unified creative platform that works across large-scale campaigns, social content and in-store experiences, driving both cultural relevance and business growth.

Uday Mohan, COO, Havas Media India & Havas Play, said the partnership would bring creative, media and performance under one cohesive vision. “This collaboration is about building a culturally sharp, digitally agile brand ecosystem designed for scale and long-term growth,” he said.

The account will be serviced from the agencies’ India offices.