Lay’s, from the house of PepsiCo, has rolled out a refreshed brand identity in India as part of its biggest global brand update in nearly a century. The new look comes alive through the campaign ‘Lay’s® ke liye kuchh bhi’, led by brand ambassador Ranbir Kapoor.
Rooted in Lay’s agricultural heritage, the refreshed identity spotlights the brand’s farm-to-bag journey, celebrating chips made from the finest, farm-grown potatoes. The updated packaging makes quality cues more visible on shelf, with clear claims such as ‘Made with Finest Potatoes’ and enhanced ingredient imagery highlighting familiar flavours. The new packs will be available nationwide from the first week of March.
As part of its future-forward approach, the refreshed packaging will feature a polyolefin-based, recycle-ready structure designed around circularity principles to enable better end-of-life outcomes when collected as post-consumer waste.
Commenting on the refresh, Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said the evolution reflects Lay’s commitment to quality, sustainability and trust, while bringing its long-standing partnerships with over 27,000 Indian potato farmers into sharper focus.
Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India, added that the refresh retains the joy consumers love while celebrating the brand’s emotional connection through playful, everyday behaviours captured in the new campaign.
Designed in-house by PepsiCo Design & Innovation, the refreshed visual identity celebrates the potato with a vibrant, sun-inspired aesthetic, featuring a refined logo, custom typeface, richer colour palette and vivid food photography. Anchored by the new creative platform ‘Lay’s® Ke Liye Kuchh Bhi’, the campaign embraces the idea of “Good Selfish”, highlighting the fun, unapologetic moments consumers indulge in for their love of Lay’s.
The campaign will roll out across national television and digital platforms, supported by a high-impact presence on OTT and social media, as Lay’s enters a new chapter while staying true to its legacy of delighting snack lovers one chip at a time.