Mumbai, 18th April 2026: Lenexis Foodworks India’s homegrown QSR powerhouse, is strengthening its presence during cricket season 2026 through its flagship brands, Chinese Wok and Big Bowl, leveraging the tournament as a high-impact cultural platform to drive youth engagement and consumption. The integrated activation builds on the strong momentum from the 2025 season which delivered a meaningful uplift across key brand funnel, engagement and conversion across dine-in and delivery channels.
As part of the activation, the brands will maintain a strong media presence through individual brand advertisements throughout the cricket season, ensuring consistent visibility during high-impact match moments and marquee fixtures. This will be complemented by high-engagement social initiatives, including the return of the fan-favourite “Wok Predictor League” and always-on social media participation around match highlights and trending conversations.
To capitalise on match-time snacking occasions, Chinese Wok has introduced the “Wok Powerplay” menu featuring Kurkure Momos Tubs and Schezwan Fries, with additional cricket-inspired combos set to roll out through the season. The activation is further amplified through limited-edition Cricket Season-themed packaging, aimed at enhancing the brand experience across both dine-in and delivery touchpoints during the tournament.”
Extending its cultural IP, the brand has also launched a special cricket season edition of Wok FM, featuring a cricket inspired playlist integrated across stores and digital platforms. The initiative is aimed at strengthening brand recall while enhancing the match viewing experience for consumers.
Commenting on the activation, Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks, said, “Cricket continues to be one of the most powerful cultural moments in the country and a strong consumption driver for food brands. For us, it is an opportunity to connect with younger audiences through experiences that go beyond advertising. By integrating media, menu innovation, packaging and digital engagement, we aim to build stronger brand salience for Chinese Wok and Big Bowl while driving meaningful growth during the season.”
Adding to this, Vikas Iyer, Marketing Head, Lenexis Foodworks, said, “Our approach this year is to leverage the cricket season as a full-funnel platform, combining media visibility, social engagement, product innovation and in-store experiences. Through initiatives like Wok Predictor League, Wok Powerplay menu, cricket-themed packaging and Wok FM we aim to stay culturally relevant while converting engagement into consumption across channels.”
Through this 360-degree activation, Lenexis Foodworks aims to further cement Chinese Wok and Big Bowl as culturally relevant, youth-first brands while maximising the heightened engagement and consumption opportunities presented during the IPL season.
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