Chinese Wok Partners with Bhool Bhulaiyaa 3 in First-Ever Movie Integration

Chinese Wok Partners with Bhool Bhulaiyaa 3 in First-Ever Movie Integration

By Nithyakala Neelakandan

Published on October 26, 2024

Chinese Wok, one of India’s leading quick-service restaurant (QSR) chains specializing in Chinese cuisine, has announced an exciting collaboration with the highly anticipated film Bhool Bhulaiyaa 3. This marks the brand’s first foray into movie integration, a strategic move aimed at reaching a wider audience through the film’s vast popularity and enhancing brand visibility nationwide. By merging the worlds of cinema and cuisine, Chinese Wok seeks to create an entertaining and flavorful experience for fans and customers alike.

The campaign spotlights Bhool Bhulaiyaa 3 star Kartik Aaryan, bringing his signature charm together with Chinese Wok’s popular Desi Chinese dishes. This unique combination not only amplifies the buzz around the film but also celebrates the brand’s distinctive flavors that have made it a favorite among Indian food lovers.

“We are thrilled to collaborate with Bhool Bhulaiyaa 3,” said Aayush Agrawal, Founder of Chinese Wok. “At Chinese Wok, we always look for innovative ways to connect with our audience in meaningful and engaging ways. By partnering with such a highly anticipated film, we can bring the energy of cinema together with the vibrant flavors of Desi Chinese. This campaign showcases our efforts to expand our reach and create memorable experiences that blend food and entertainment.”

Beyond the movie integration, Chinese Wok has launched an interactive Instagram filter called “Balance the Wok.” The filter engages users by challenging them to balance a virtual wok while collecting Desi Chinese ingredients, blending fun with a touch of culinary education. This interactive experience reinforces the bold flavors and authenticity that Chinese Wok is known for, while inviting fans to participate in the campaign on social media.

Link to Balance the Wok Game: Play Now  Open this link on a mobile device to see the effect

Chinese Wok, part of the Lenexis Foodworks group, is renowned for its variety of Chinese dishes, which are accessible through nearly 200 outlets in over 29 cities across India. The brand’s collaboration with Bhool Bhulaiyaa 3 not only enhances its presence but also aligns with its mission to deliver affordable, high-quality Desi Chinese cuisine while exploring new avenues to engage with customers.

This innovative campaign combines the thrill of the upcoming film with a unique food experience, bringing Chinese Wok’s offerings to a larger audience and reinforcing its connection with fans through creative digital engagement. Available for a limited time, the “Balance the Wok” filter and campaign are expected to attract attention from food lovers and film enthusiasts alike, underscoring the brand’s commitment to innovation and customer engagement.

About Lenexis Foodworks

Lenexis Foodworks, a prominent quick-service food company in India, offers a range of culinary experiences through its popular brands, including Chinese Wok, The Momo Co., and Big Bowl. Founded in 2015, Chinese Wok has become Lenexis’s flagship brand, delivering a unique blend of high-quality, hygienic Desi Chinese cuisine at accessible prices across a growing footprint in India’s urban centers. Lenexis continues to pioneer the QSR landscape by focusing on innovative offerings and memorable experiences for customers.

For more information, visit https://www.thechinesewok.com/.


Top Spots to Catch the IPL Action in Bangalore This Season

Top Spots to Catch the IPL Action in Bangalore This Season

By Manu Vardhan Kannan

Published on April 27, 2025

Cricket season is here—and so is the hunt for the perfect spot to catch all the IPL action in Bangalore. Whether you’re a die-hard fan chasing every boundary or just soaking in the vibes with brews and friends, the city has lined up some fantastic venues to turn match nights into full-blown experiences. From rooftop views to stadium-like energy and irresistible bar offers, here’s where you can catch every thrilling moment this April-May.

Ouzo by Fire — Drinks Specials & Big Screen Action

Located on 100 Ft Road, Ouzo by Fire brings cricket spirit alive with a tempting Buy 2, Get 1 Free on alcoholic beverages during all IPL matches. Pair it with bold Goan-Mangalorean flavours, a lively bar setting, and big screens, and you’ve got a perfect match-night hangout.

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Highlights:

  • Buy 2, Get 1 Free on alcoholic drinks
  • Live match screenings
  • Goan Bar & Grill vibes
  • Ouzo by Fire, 100 Ft Road, Indiranagar | April-May | 7:00 PM onwards

2Moons — Cricket with a View

Perched atop 1MG Mall, 2Moons offers an elegant escape from the typical cricket crowd. Expect skyline views, a globally-inspired menu, handcrafted cocktails, and a warm, luxe atmosphere. It’s the perfect spot for couples or small groups looking to turn match night into a mood.

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Highlights:

  • Rooftop city views
  • Curated global cuisine
  • Signature cocktails & premium pours
  • Warm, luxe ambiance
  • 2Moons, 1MG Mall, Bangalore | April-May | 7:00 PM onwards

Maize and Malt — Big Screens, Bold Brews

For those who love high-energy cricket nights, Maize and Malt in Whitefield delivers with house-crafted beers, hearty pub food, and multiple big screens. Known for its stadium-like energy, it’s a great spot whether you're arriving solo or with your full squad.

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Highlights:

  • Large-format IPL screenings
  • House-brewed beers on tap
  • Hearty pub fare & game-day offers
  • Stadium-like energy 
  • Maize and Malt, Whitefield | April-May | 7:00 PM onwards

Whether you’re chasing rooftop sunsets, craft brews, or electrifying cricket vibes, these Bangalore hotspots promise to deliver the perfect IPL fix. Bookmark your favourites, rally your crew, and let the good times and sixes roll!


Proost Rises as a Challenger Brand Redefining India’s Beer Scene

Proost Rises as a Challenger Brand Redefining India’s Beer Scene

By Manu Vardhan Kannan

Published on April 16, 2025

Proost is the premium beer brand of Grano69 Beverages, a company dedicated to transforming the Indian Alcobev industry. Founded in October 2017 and headquartered in Gurugram, the company went live with its commercial operations in September 2018. The company's vision is to disrupt the Indian beer market as it combines premium quality with affordability and offers beers known for low bitterness, high drinkability, and excellent taste.

The story of Proost is one of great ambition and determination. It entered the highly-regulated Indian Alcobev sector and encountered significant challenges, as the absence of a unified liquor policy meant adhering to state-specific excise regulations. However, Grano69 overcame the challenges with a step-by-step approach, and established itself as a resilient, innovative player in the industry. From selling just 4,000 cases in its first year of operations, Proost has grown to sell over 3,000 cases daily. Its acceptance and demand are shown in its high sales figures.

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The idea behind this brand was born out of a need in the market-to provide a premium quality beer that would taste fresh but not at the cost of affordability. "We Brew Passion" is the tagline Proost believes in to materialize that vision. Proost has translated this promise into beers that align with the changing consumption patterns in India, and therefore, it has evolved a different beer experience for the masses.

The major difference between Proost and its contemporaries is its dedication to freshness and quality consistency. The brand offers a unique taste with each draught and unmatched drinkability. Striving for quality and innovation has enabled it to carve out a place in a market where the big fish have played for a long time.

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Proost’s success story is also a testament to its founders’ grit. CEO and Co-Founder Tarun Bhargava, alongside Vijay P. Sharma, entered the highly regulated alcobev sector and navigated complex state-wise excise norms with strategic persistence. A finance graduate from the University of Delhi, Tarun previously worked with companies like Aon and IBM before venturing into entrepreneurship. His earlier stint with a hyperlocal startup gave him valuable exposure, which he now channels into running Proost with a pragmatic, practice-first approach. 

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Proost started from scratch but has risen exponentially. Its annual revenue has been increased from ₹77 lakhs in FY 2017-18 to a current monthly recurring revenue of ₹10+ crore. It’s also on track to close the year with a top-line revenue exceeding ₹100 crore. It is an indication of the strength of the brand penetration and consumer loyalty. This growth has been supported by cumulative funding of ₹50 crore so far - raised across three rounds, including ₹30 crore as part of the ongoing Series A round.

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Proost currently operates in six key markets, which include Delhi, Punjab, Uttar Pradesh, Karnataka, Jharkhand, and Kerala. The company looks at expansion into three more markets over the coming year. Its operations are managed by 90+ professionals who propel the brand's success. With per capita beer consumption in India being lower than the global average, Proost has enormous opportunities for growth in the country. Growing disposable incomes, a younger population, and changing consumer preferences – all factors, together, create a rich ground for the brand's expansion plans.

As beer consumption continues to rise in India due to shifting social norms and increasing disposable incomes, Proost is positioning itself to take advantage of this growth wave. The brand’s ambition is clear — to be among the top five beer brands in India by the end of this decade.

The journey of Proost epitomizes the resilience and innovation necessary to make a mark in a challenging industry. As the brand continually intensifies its presence and explores new markets, it has remained true to its promise of fresh, high-quality beer that celebrates life. Proost is not just bringing quality and freshness to beer; it is transforming the way India experiences beer.


Bhagat Halwai Launches Mithai Refill Discount to Promote Sustainability

Bhagat Halwai Launches Mithai Refill Discount to Promote Sustainability

By Manu Vardhan Kannan

Published on April 11, 2025

In a thoughtful move towards sustainability, Bhagat Halwai, one of Agra’s oldest and most cherished sweet shops, has introduced an innovative refill discount offer for customers who bring their own clean containers. This initiative aims to reduce packaging waste while rewarding eco-conscious behavior.

The new offer allows customers to refill their favorite sweets directly into their containers and enjoy exclusive discounts, blending the age-old tradition of mithai with a fresh, environment-friendly twist.

“This is more than just a discount—it’s a small yet meaningful step toward protecting our environment,” said Shri Shivam Bhagat, Director, Bhagat Halwai. “With this refill initiative, we’re offering not just mithai, but a way for our customers to make a responsible choice for the planet.”

Echoing the sentiment, Ms. Riddhi Bhagat, Strategic Director, added, “As a brand built on legacy and trust, we want to lead by example in sustainable practices. This is just the beginning of many green efforts we plan to introduce, and we’re excited to have our customers join us on this journey.”

With this initiative, Bhagat Halwai is setting a strong example of how traditional businesses can contribute to a greener future. So the next time you crave something sweet, just carry your container, fill up on deliciousness, and do your part for the environment—one mithai refill at a time.

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