Lay’s Honors Earth with ‘Mitti Ki Chitthi’ Soil‑Health Campaign

Lay’s India deepens its farm‑to‑chip promise by unveiling “Mitti Ki Chitthi,” a heartfelt campaign that combines functional soil‑testing infrastructure with an emotive short film celebrating Mother Earth’s relationship with farmers. Through the launch of Mitti Jaanch Kendras (soil testing centres) in Uttar Pradesh, Bihar, and West Bengal, and a lyrical digital narrative voiced by the Earth itself, Lay’s underscores that extraordinary taste begins underground—where healthy soil, empowered by data, yields the finest potatoes and, ultimately, the crispiest chips.

Campaign Concept
The “Mitti Ki Chitthi” film presents a letter from the soil to its caretaker, the farmer, using evocative visuals of farmers tending fields, intercut with close‑ups of rich earth textures. The narrative voice, gentle yet wise, offers gratitude and guidance, reinforcing that soil health is a two‑way relationship: “When we nurture nature, it nurtures us in return”.

Lay’s positions itself as the facilitator of this relationship, not just a chip maker—an agricultural brand at heart, supplying farmers with the tools (soil testing centres) and the stories (Mitti Ki Chitthi film) to cultivate regenerative practices and sustainable yields.

Digging Deeper: Mitti Jaanch Kendras
To translate purpose into action, Lay’s® has set up specialised soil testing centres—Mitti Jaanch Kendras—in three key potato‑growing states. These centres offer farmers rapid, low‑cost analysis of nutrient composition, pH levels, and organic content, empowering informed decisions about fertiliser use, crop rotation, and planting schedules.

By moving beyond guesswork, farmers can now tailor inputs to actual soil needs, reducing waste and environmental impact. As Anukool Joshi, Director Agro at PepsiCo India, explains, “Understanding soil is key to quality crops sustainably”—underscoring that data-driven insights lead directly to better yields and stronger rural economies.

Farmer Voices and Impact
Early beneficiaries report transformative results. A farmer from Uttar Pradesh shares that, “Earlier, we would look at the soil and guess what it needed. Now we understand our soil properly—what nutrients it needs, when to plant, and how to take better care of our crops”. This confidence shift underlines Lay’s commitment: empowering real hands behind every chip, whether through technology or storytelling.

Multi‑Channel Activation
“Mitti Ki Chitthi” unfolds as a fully integrated campaign across digital, influencer partnerships, and retail touchpoints. Social‑media influencers share “soil diaries” of their visits to Kendras, while QR codes on Lay’s packaging invite consumers to watch the film and learn about sustainable sourcing. In modern grocery stores, interactive kiosks simulate the soil‑testing experience, translating agronomy into an engaging consumer moment.

Brand Commitment to Regenerative Agriculture
This initiative dovetails with PepsiCo India’s broader regenerative‑agriculture vision, which currently supports over 27,000 farmers across 14 states. From Mitti Didi community training programmes to Lay’s® Smart Farm pilots, each effort reinforces sustainable sourcing, soil health, and resilient rural livelihoods—ensuring that every packet of Lay’s® begins with the highest‑quality, ethically grown potatoes.

Conclusion
Lay’s “Mitti Ki Chitthi” campaign masterfully blends utility with emotion: providing farmers with state‑of‑the‑art soil diagnostics while inviting consumers into the story through poetic film and experiential activations. In doing so, Lay’s® not only honours the Earth but also cultivates trust and transparency from field to flavour—proving that great taste truly starts in the soil below our feet.