New Delhi: Lay’s, the flagship potato chips brand from PepsiCo India, has announced the rollout of its refreshed brand identity in India as part of the largest global transformation in its nearly 100-year history. The new look will be introduced nationwide beginning the first week of March.
Rooted in Lay’s® agricultural heritage, the refreshed visual identity underscores the brand’s core proposition—chips made from the finest, farm-grown potatoes. The updated packaging brings the farm-to-bag journey to the forefront, making quality credentials more visible and easier to understand for consumers. Clear on-pack messaging such as ‘Made with Finest Potatoes’ reinforces the brand’s longstanding focus on ingredient integrity, while enhanced ingredient imagery highlights familiar flavours.
As part of its forward-looking sustainability efforts, the refreshed 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.
Commenting on the refresh, Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said, “For nearly a century, Lay’s® has believed that our extraordinary taste and product begins at the farm. Today, as part of the largest global refresh in our history, we’re bringing that belief to life in a powerful new way for consumers in India. 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. This evolution reflects our responsibility as a category leader: to make quality easier to see, to design more thoughtfully for the planet, and to honour the trust people place in Lay’s® today while shaping the future of the brand.”
The refreshed identity has been designed in-house by PepsiCo Design & Innovation and features Lay’s® iconic sun and red ribbon, newly introduced sun-inspired ‘Lay’s® Rays’, a refined logo, and a custom typeface. A richer colour palette inspired by ingredients, warm farm-themed backdrops, and vivid food photography collectively reinforce the brand’s focus on quality and craftsmanship.
Bringing the refresh to life is the new creative platform, ‘Lay’s® Ke Liye Kuchh Bhi’, featuring brand ambassador Ranbir Kapoor. The campaign celebrates the playful, relatable behaviours that define consumers’ love for Lay’s®—from guarding the last chip to picking a favourite flavour without compromise—capturing what the brand calls “Good Selfish” moments of everyday joy.
Speaking on the new campaign, Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India added, “Lay’s® is an iconic brand with a simple truth at its core – it all starts with the humble potato. This refresh marks a new look for Lay’s®, while keeping all the joyful goodness consumers know and love intact. Through ‘Lay’s® ke liye kuchh bhi’, we’re celebrating the brand’s emotional connection with consumers, with Ranbir Kapoor bringing a playful story to life, reaffirming the unmistakable love of Lay’s®.”
The campaign will air across national television, OTT platforms, and digital channels, supported by a high-impact rollout across social media to drive scale and relevance. The refreshed packs will be available across retail outlets, e-commerce, and quick-commerce platforms nationwide starting the first week of March.
With this transformation, Lay’s® aims to strengthen its position in India’s competitive snacking market by making its quality promise more transparent, its sustainability efforts more visible, and its emotional connect with consumers stronger than ever.
