Lay’s India Unveils New Look With Farm Focus and Ranbir-Led Campaign

Lay’s has rolled out a refreshed brand identity in India as part of what PepsiCo describes as the largest global brand overhaul in the snack’s nearly 100-year history. The updated look will be introduced nationally from the first week of March, supported by a new campaign titled “Lay’s® ke liye kuchh bhi” featuring brand ambassador Ranbir Kapoor.

The redesign leans heavily into Lay’s agricultural roots, placing greater visual emphasis on the farm-to-bag journey. Packaging now carries clearer on-pack cues such as “Made with Finest Potatoes,” along with more prominent ingredient imagery intended to make flavour and quality signals easier to decode on shelf. The shift reflects changing consumer preferences for transparency and ingredient clarity in packaged foods, especially in a market where private labels and regional brands are becoming more competitive.

Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said the refresh brings the brand’s farm-first philosophy into sharper focus. “Rooted in our enduring partnerships with over 27,000 Indian potato farmers, the new farm-to-bag design brings our commitment to quality into sharper focus: chips made from the finest potatoes, with the right ingredients,” she noted, adding that the evolution is also about designing “more thoughtfully for the planet.”

As part of that effort, the new Lay’s packs will feature a polyolefin-based recycle-ready structure designed around circularity principles, aimed at improving end-of-life outcomes when collected as post-consumer waste. While flexible packaging remains a sustainability challenge across the FMCG sector, incremental material shifts signal how large brands are responding to mounting regulatory and consumer scrutiny around plastic waste.

The visual identity, designed in-house by PepsiCo Design & Innovation, retains the brand’s iconic sun and red ribbon but introduces what it calls “Lay’s Rays” along with a refined logo and custom typeface. A richer, farm-inspired colour palette and vivid food photography seek to connect product appeal with ingredient authenticity. The potato, long central to Lay’s positioning, becomes a more explicit hero in the design system.

Alongside the packaging update, the brand is doubling down on emotional storytelling through the “Lay’s ke liye kuchh bhi” platform. The campaign plays on the everyday, playful behaviours consumers exhibit when sharing a pack—holding on to the last chip, choosing a preferred flavour without negotiation, or reaching into the bag first. The concept aligns with what the brand terms “Good Selfish,” celebrating small, feel-good indulgences without guilt.

Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India, said the refresh marks “a new look for Lay’s®, while keeping all the joyful goodness consumers know and love intact.” By pairing packaging change with a celebrity-led creative push, the brand is attempting to modernise without disrupting familiarity.

The campaign will air across national television and digital platforms, with additional presence on OTT and social media to extend reach. Distribution of the refreshed packs will span traditional retail, e-commerce and quick commerce channels.

For PepsiCo, the update serves multiple objectives: sharpening shelf impact in a crowded snacking aisle, reinforcing farm-sourced quality credentials, and aligning packaging narratives with sustainability conversations. In a market where price competition is intense and consumer loyalty can be fluid, visual clarity and emotional recall remain critical assets. The new identity positions Lay’s to compete not only on taste, but also on transparency and cultural resonance.