Mumbai, 23rd June 2026: Chinese Wok, India’s largest Desi Chinese QSR brand from Lenexis Foodworks, has launched a new brand jingle in collaboration with popular Marathi singer, composer and recent I-Popstar winner Rohit Raut. Built around the brand’s popular positioning, “Chinese Bole Toh Chinese Wok,” the jingle aims to strengthen consumer recall and deepen the brand’s connection with young audiences through music and culture.
Music continues to play an increasingly important role in how brands engage with consumers, helping create stronger recall and emotional affinity beyond traditional advertising. Through this collaboration, Chinese Wok is bringing together its flavour-forward, youthful personality with a voice that resonates strongly across Maharashtra and among digital-first audiences.
Known for popular tracks such as Hrudayat Vaje Something, Nakhrewali, Hil Pori Hila and Datlele Dhuke, Rohit Raut has established himself as one of the most recognised voices in contemporary Marathi music. His growing popularity and strong connect with younger consumers made him a natural choice for a brand that continues to position itself at the intersection of food, culture and entertainment.
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Jun 23, 2026Commenting on the initiative, Vikas Iyer, Head of Marketing, Lenexis Foodworks, said, “At Chinese Wok, we have always believed that culture is one of the strongest ways to build meaningful consumer connections. Music has the ability to create instant recall while bringing a brand’s personality to life. Rohit’s energetic style, strong youth appeal and cultural relevance made him a natural fit for this collaboration. Through this jingle, we wanted to create something memorable, engaging and reflective of the vibrant spirit of Chinese Wok.”
The jingle captures the excitement, flavour and energy associated with the brand while reinforcing Chinese Wok’s position as the go-to destination for Desi Chinese cravings. Designed to be catchy, relatable and easy to remember, it aims to further strengthen the brand’s recall among consumers across markets.
The launch forms part of Chinese Wok’s continued focus on culture-led marketing and youth engagement, leveraging music, entertainment and digital-first initiatives to build stronger consumer affinity and create distinctive brand experiences beyond the dining occasion.
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