Chinese Wok, India’s largest home-grown Desi Chinese QSR brand, has announced a high-impact collaboration with Rusk Media’s latest digital series, Office Dancers. This partnership marks one of the first QSR integrations of its kind in a youth-focused digital series, highlighting how food brands can authentically engage with India’s rapidly evolving content ecosystem. By leveraging OTT storytelling to tap into youth culture, Chinese Wok is not only deepening its connection with Gen Z but also setting a new benchmark for QSRs in engaging digital-first audiences.
Office Dancers is a quirky, relatable series following three young office workers who moonlight as viral dance sensations, “The Chhuppa Rustams.” The show explores themes of hustle, creativity, and internet fame, resonating with Gen Z and young professionals who live and breathe reels, short-form content, and viral trends.
Chinese Wok’s integration goes beyond simple product placement, serving as a strategic cultural touchpoint. The brand is seamlessly woven into the storyline—from canteen conversations over Desi Chinese bowls, to celebratory moments at outlets, and even dance sequences featuring its signature wok bowls. Designed to feel natural and character-driven, the collaboration spans a 5-episode series expected to reach 3–4 million viewers, including Rusk Media’s 3.75 million-plus YouTube audience, amplifying Chinese Wok’s cultural relevance at scale.
This collaboration reflects Chinese Wok’s strategy of aligning with youth culture through fresh, unconventional partnerships. The show mirrors real life, where cravings interrupt our routines and Chinese Wok becomes the instant answer. Over the years, the brand has built a strong cultural footprint through campaigns like Zoom Street Diaries (featuring Raveena Tandon, Orry, Dhvani Bhanushali, Avneet Kaur, Aditya Seal, Krystle D’Souza, etc), movie tie-ins with Bhool Bhulaiyaa 3 and Baby John, and content-driven collaborations with FilterCopy. Its 2024 campaign with RVCJ Media’s Wrong Number set new benchmarks for engagement, and with Office Dancers, Chinese Wok is once again reinforcing its identity as a culturally rooted, cravings-first, innovation-led QSR.
Speaking about the collaboration, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “At Chinese Wok, we believe food is more than just a meal, it’s an experience, a cultural expression, and often the backdrop to our most memorable moments. With Office Dancers, we are celebrating the creativity, energy, and hustle of India’s youth, while making Desi Chinese an inseparable part of their everyday stories. This collaboration is not just about visibility, it’s about becoming a part of Gen Z’s everyday content diet just as natural as their food cravings. As we celebrate 10 Woktastic Years, our focus remains on finding bold, exciting ways to connect with Gen Z and millennial audiences who are shaping India’s cultural narrative.”
The series is now streaming on Alright’s YouTube channel, with new episodes releasing every alternate day. With a reach of over 3.75 million subscribers, the show is set to engage millions of young viewers, making Chinese Wok part of their daily cravings.
