MAM
Firefox and MTV launch new co-branded adventure bikes
MUMBAI: MTV, the youth entertainment channel, in association with Firefox Bikes, has launched a new range of co-branded adventure bikes.
With this launch, MTV Consumer Products have extended into more than 16 categories like eye-wear, bags, stationery and paper, debit cards, mobile phones, bed-linen and helmets.
The Firefox MTV bike models include the 24″ Thor, 26″ Smoke, Dirt and Hades. The range is priced between Rs 10,000 to Rs 16,000 and targets youngsters.
Firefox Bikes managing director Shiv Inder Singh said, “Extending our lineage of high-end bikes this time in collaboration with MTV will certainly expand our market share; as MTV enjoys huge brand loyalty amongst the youth. These new bikes have specially been designed keeping in mind the generation next.”
Viacom18 senior VP – consumer products Sandeep Dahiya added, “We‘re delighted to partner with Firefox, to launch MTV range of adventure bikes in India – a range that is as flamboyant in design as it is unique in functionality. The launch of MTV adventure bikes also marks the beginning of extending MTV licensed products in unconventional categories and 2012 is going to see more and more of that.”
Firefox Bikes has over 90 exclusive bike stations across Indian cities and one in Bhutan. It has also introduced the Trek Bikes (USA) to India as exclusive distributors.
MTV Consumer Products‘ key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird, Wildcraft, Lava Mobiles and ‘Mochi – The Shoe Shoppe‘.
Brands
Chinese Wok appoints Havas as integrated creative and media partner
Desi-Chinese chain bets on integrated creative and media muscle to power national expansion
MUMBAI: Chinese Wok is turning up the heat. India’s largest desi-Chinese qsr chain has appointed Havas Creative India and Arena Media as its integrated creative, social and digital media partner, sharpening its marketing firepower as it pushes past 260 outlets and eyes 500 stores across tier 1, 2 and 3 cities.
The mandate is sweeping. Havas Creative India and Arena Media, part of Havas Media Network India, will steer creative strategy, brand campaigns, social media, digital performance marketing and media planning and buying, orchestrating campaigns across atl, digital and in-store touchpoints. The brief: build a unified, platform-led brand system fit for national scale.
Founded in 2015 under Lenexis Foodworks, Chinese Wok has grown into the country’s largest Chinese qsr brand, with a footprint spanning more than 50 cities including Mumbai, Delhi, Bengaluru, Kolkata, Lucknow and Hyderabad. Now it wants more. Much more.
Aayush Madhusudan Agrawal, founder and director, Lenexis Foodworks, said the shift marks an investment in integrated brand building that matches the company’s growth 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.”
The brand is doubling down on its youth-first positioning, amplifying cultural properties such as Wok FM and Crush Hour while building a broader content slate. The pivot away from campaign-led bursts to a continuous, platform-driven narrative signals a more systematised approach to brand equity.
Vikas Iyer, marketing head, Lenexis Foodworks, framed the move as essential to winning over Gen Z. “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”.
On the creative front, Anupama Ramaswamy, managing director and chief creative officer, Havas Creative India, described the brand as “pure fire, fast, flavourful and completely plugged into pop culture”. Her ambition: “to bottle that energy into a living brand platform that fuels everything, from big campaigns to cheeky social chatter to irresistible in-store experiences.” The goal, she added, is “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 integration is 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”.
Lenexis Foodworks also operates The Momo Co. and Big Bowl, but Chinese Wok remains its flagship and growth engine . As competition intensifies in India’s fast-food sector, scale alone is no longer enough. Cultural fluency, data-driven performance and seamless brand experiences are the new battleground.
Chinese Wok is betting that with Havas in its corner, it can serve up all three — fast, loud and at national scale.
