Campaign roundup: Week of 21 April

Chinese Wok uses influencers to reach youth

Chinese Wok, India’s largest Chinese quick-service restaurant chain, has launched a new influencer-led marketing initiative aimed at engaging Gen Z and millennial consumers. The campaign features collaborations with celebrities and digital creators to promote the brand through cultural storytelling and casual dining experiences. The initiative includes a series with Zoom Street Diaries, where 11 well-known personalities from Bollywood, regional cinema, and social media visited Chinese Wok outlets to discuss their lives and favourite dishes. Participants included Raveena Tandon, Orry, Dhvani Bhanushali, Avneet Kaur, Aditya Seal, Krystle D’Souza, Ayush Sharma and Nimrit Kaur. The campaign connects the brand’s Desi-Chinese offerings with lifestyle narratives designed to appeal to younger, digitally engaged audiences. Through short-form videos and social media content, the campaign seeks to reinforce Chinese Wok as a go-to destination for affordable and flavourful meals. With over 230 locations across more than 35 cities, Chinese Wok continues to expand its reach by integrating pop culture into its marketing approach. Lenexis Foodworks also operates The Momo Co and Big Bowl.

Aakash, Sideways launch coaching campaign

Aakash Educational Services has launched a nationwide campaign in partnership with creative agency Sideways. The initiative aims to redefine the perception of coaching in India, positioning it as a tool for developing problem-solving skills rather than merely chasing exam scores. The campaign highlights a shift from competitive pressure to holistic student development. It will be implemented across multiple platforms, including classroom interactions, redesigned academic rituals, student merchandise, and in-centre experiences. This marks a strategic repositioning for Aakash, which has traditionally focused on exam outcomes for students preparing for NEET, JEE, and other competitive exams. The rebranding aims to create a cultural shift within the test preparation industry, emphasising adaptability, resilience, and critical thinking. The campaign includes a series of branded films, available on digital platforms, that promote this new approach. The initiative also signals a broader effort to align the company’s services with changing expectations among students and parents in a saturated coaching market. Aakash currently operates more than 315 centres across India, serving over 4,00,000 students.

Dell campaign promotes AI-powered PCs

Dell Technologies has launched its 'Back to School and College' campaign to promote its latest range of AI-powered personal computers aimed at students. The campaign highlights how AI integration enhances productivity, multitasking, creativity, and performance in academic and personal use. The initiative features Dell Plus 14, Dell Plus 16, and XPS 13 laptops, all powered by Intel Core Ultra Processors. A series of short films illustrates real-life use cases such as long battery life during field trips, AI-enabled video editing for sports analysis, facial recognition for security, and AI-powered tools aiding virtual intervie youws and note-taking. Created with VML India, the campaign spans multiple platforms including YouTube, Instagram, and Facebook. It also uses retail promotions, radio partnerships, influencer engagement, and in-store activations across Dell’s network of over 5,000 multi-brand outlets and more than 600 Dell Exclusive Stores in India. Alongside the product push, Dell is offering affordability initiatives such as cashback offers, bundled add-ons, and extended warranties via retail and e-commerce partners. Dell’s AI PCs feature Intel AI Boost NPU in the XPS 13, fast charging, extended battery life, and lightweight designs.