Brands
Chinese Wok launches Rs 99 Value Woks to turn every workday into a ‘Wokday’
The Havas Creative India campaign promotes affordable Desi-Chinese meals for everyday dining occasions
NEW DELHI: Chinese Wok has launched a new value platform offering select noodle dishes at Rs 99, targeting young professionals, officegoers and urban consumers seeking affordable, filling meals.
The platform, built around the idea that everyday meals can be an occasion for a small treat, features Veg Hakka Noodles or Veg Chowmein at the introductory price of Rs 99. The availability of each dish varies by region.
Conceptualised and executed by Havas Creative India, the campaign focuses on the familiar weekday lunch break. The film showcases freshly wok-fired noodles and the brand’s Value Wok boxes, positioning the meal as an affordable way to break the routine of a typical workday.
The campaign introduces the mnemonic ‘Chinese Wok’s Wokday Treat’, a play on the word ‘workday’ that links the brand’s value offering with the everyday lunch occasion.
“Desi Chinese is India’s favourite comfort food: filling, full of flavour and deeply familiar. With the launch of the 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,” said Lenexis FoodWorks CEO Arvind R P.
He added that the platform was a key building block in the company’s efforts to develop Chinese Wok into an omnichannel brand as it expands across the country.
Havas Creative India managing director and chief creative officer Anupama Ramaswamy said the campaign drew on the insight that weekdays can feel repetitive and lunch often becomes a small break to look forward to.
“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,” she said.
The Value Woks are available at Rs 99 at participating Chinese Wok restaurants, through dine-in and takeaway, subject to availability. The campaign is also being promoted through outdoor advertising at malls, food courts and key locations near high-street retail catchments.
