Chinese Wok has partnered with Welcome to the Jungle as its official brand partner, launching a nationwide campaign across its 270+ outlets.
The collaboration includes movie-themed in-store branding, social media contests with movie vouchers, and exclusive digital content featuring actors Arshad Warsi and Jacqueline Fernandez. The campaign will also be amplified across Chinese Wok's digital platforms.
Commenting on the partnership, Vikas Iyer, Head of Marketing at Lenexis Foodworks, said entertainment continues to be a key passion point for Gen Z and millennials, making it an effective way for brands to create deeper consumer engagement. He added that the collaboration combines cinema, digital experiences and in-store activations to deliver an immersive brand experience.
The partnership aligns with Chinese Wok's broader strategy of collaborating with films, OTT platforms and music properties to strengthen its connection with younger audiences.
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