Havas Creative India turns up the heat for Chinese Wok’s Shake-Shake Schezwan Fries
In a market where fries are often seen as a predictable side, the opportunity to reinvent them with flavour, attitude, and ritual has remained largely untapped. Recognising this, Chinese Wok has partnered with Havas Creative India to launch a 20-second film introducing its latest innovation, Schezwan Fries, marking a bold entry into the French fries category.
Chinese Wok has always owned the Desi Chinese craving space, taking global formats and giving them an unapologetically Indian twist. With this launch, the brand brings together two worlds that have never collided in this way before: the fiery, high-energy world of Chinese flavours and the universal love for fries. The result is not just another fries variant, but a new way to experience them.
At the heart of the launch is the hero product, Schezwan Fries. Crispy golden fries are topped with punchy Schezwan sprinkles and finished by the consumer in a signature DIY Shake-Shake Bag. The ritual is playful, sensory and unmistakably Chinese Wok. Alongside the hero variant, the range also includes Classic Salted Fries and Cheese Fries, offering something for every craving mood.
The campaign positions this launch as a category-defining moment, not a routine addition. Through bold, high-energy storytelling, it visualises Chinese flavours “invading” fries, transforming a familiar format into something mischievous, indulgent and share-worthy. Designed for urban Gen Z consumers and young professionals who enjoy customisation, food play and flavour experimentation, the campaign builds strong visual memory around red Schezwan dust meeting golden crunch.
Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said: “At Chinese Wok, we have always believed that flavour drives culture. With Schezwan Fries, we are not just entering the fries category—we are creating a new snacking expression rooted in Desi Chinese, a space we have led for over a decade. This launch is part of our larger vision to extend our flavour authority beyond meals and build snack formats that are bold, familiar and scalable across the country”
Vikas Iyer, Marketing Head, Lenexis Foodworks, added: “Fries are no longer just a side, they are a mood, a craving and a cultural staple for Gen Z and millennials. With our Shake-Shake Fries, we have built an experience that’s interactive, bold and packed with flavour. Schezwan Fries, in particular, gives us a clear hero product that no other QSR brand can authentically own at this scale, helping us spark conversations, drive trial and build strong snack-led recall.”
Anupama Ramaswamy, MD & Chief Creative Officer, Havas Creative India, said: “Hot wok. Hotter ideas. We welcome Chinese Wok the way we know best, by turning up the heat. Here’s a spicy, crackling TVC for the new Schezwan Fries that doesn’t just land the message, it tosses it in the air, flips it mid-flame and serves it sizzling. Full power. Full flavour. Full on Desi Chinese swagger. Because when the fries are this fiery, the film can’t be mild.”
The campaign which is being rolled out across digital platforms including YouTube, Instagram and other social media channels, will be supported by in-store visibility and high-impact visuals designed to drive immediate trial and buzz among young audiences.
