Chinese Wok is making every day meal occasions more exciting with the launch of its new value platform, bringing a filling and flavourful desi-Chinese meal to consumers at an affordable price of just Rs 99.
Built around the thought that every day deserves a little treat, the platform is designed for the everyday meal occasions of young professionals, officegoers and urban consumers who want a quick and satisfying meal without having to spend like it’s a special occasion.
The new campaign conceptualised and executed with Havas Creative India captures the familiar weekday lunch moment and brings alive the platform with veg Hakka Noodles or veg Chowmein available at just Rs 99.
The film brings the food to life with freshly wok-fired noodles, followed by the Value Wok boxes landing on the table and an instantly satisfying first bite. The campaign culminates with the new platform mnemonic, Chinese Wok’s Wokday Treat - a playful twist on the everyday workday treat, turning an ordinary workday into an opportunity to enjoy a delicious and satisfying desi-Chinese meal.
Arvind R P, CEO, Lenexis FoodWorks Pvt Ltd, said, “Desi Chinese is India's favourite comfort food: filling, full of flavour and deeply familiar. With the launch of new Rs 99 value platform, we're putting our classics like Hakka Noodles and Chowmein within everyone's reach and inviting more of India to dine-in at Chinese Wok, not just at their homes. This new value platform, brought to life by Havas Creative India, is a key building block of how we're building Chinese Wok into a truly omni-channel brand as we expand across the country.”
Anupama Ramaswamy, managing director & chief creative officer, Havas Creative India, said, “We wanted to take a very simple consumer truth - that weekdays can feel repetitive and practical, and lunch is often the small break you actually look forward to - and turn it into something ownable for Chinese Wok. At Rs 99, the Value Wok gives consumers a meal that feels like a treat without needing a special occasion. ‘Chinese Wok's Wokday Treat’ captures that thought in a simple, memorable and distinctly Chinese Wok way.”