Chinese Wok has partnered with Engaged Season 2 – Another Chance At Love on JioHotstar as its Official Food Partner, strengthening its culture-led engagement technique geared toward Gen Z and younger millennials.
The collaboration follows the model’s Valentine’s Week Crush Hour at Wok marketing campaign, extending the ‘Crush Hour’ platform from a excessive visibility seasonal activation right into a long term, content material pushed engagement play. With Engaged Season 2 centred on trendy relationships, second possibilities and emotional journeys, the partnership positions Chinese Wok inside conversations round love, crushes, situationships and on a regular basis social moments.
As a part of the mixing, the model will characteristic in a devoted phase titled Dinner Dilemma, alongside natural placements throughout key bonding and dialogue scenes. The affiliation will probably be amplified digitally by way of co created content material with contestants throughout social platforms.
Commenting on the affiliation, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, stated, “Young consumers connect with brands that feel culturally present and emotionally relevant. This partnership with Engaged Season 2 reflects our long-term strategy of building relevance through participation in culture, not just visibility around occasions.”
Adding to this, Vikas Iyer, Marketing Head, Lenexis Foodworks, stated, “Gen Z lives on content, conversations and communities. By integrating Chinese Wok seamlessly into Engaged, we’re aligning with how young consumers discover, discuss and build relationships with brands today.”
The transfer provides to Chinese Wok’s increasing portfolio of leisure led collaborations, together with iPopstar on Amazon MX Player and Office Dancer on YouTube, reinforcing its positioning as a youth centered, tradition ahead QSR model.
Hosted by Elvish Yadav and Jiya Shankar, Engaged Season 2 explores up to date relationships by way of immersive duties and actual life situations. The present premiered on 14 February on JioHotstar, with 22 episodes rolling out on alternate days.
As competitors inside the QSR class intensifies, the affiliation underlines how manufacturers are leveraging lengthy kind leisure to drive relevance and construct deeper emotional connections with younger audiences throughout platforms.
