Mumbai: Lay’s® has teamed up with ARKS, Ranbir Kapoor’s lifestyle label, to launch Colour-Lays®, a limited-edition sneaker collection that reimagines Lay’s® iconic pack colours through fashion-first design.
The collaboration was unveiled through a digital film that blends Lay’s® cultural relevance with ARKS’ design ethos, pushing the chips brand into a bold new lifestyle space. The campaign highlights how brands today are increasingly crossing category boundaries to reflect consumer identity and values.
The teaser film captures Ranbir Kapoor brainstorming with his ARKS team before drawing inspiration from Lay’s® vibrant packs. The storytelling draws on nostalgia while creating a bridge between snacking and streetwear culture.
Commenting on the launch, Abhinav Verma, Co-Founder & CEO, ARKS, said, “At ARKS, we believe in building culture through stories and collaborations that feel authentic to us and our community. The idea started with us asking – what if we took something millions of Indians instantly recognise, and reframed it in the language of sneakers? Lay’s was the perfect partner because their colours are cultural shorthand. Together, we’ve created not just sneakers, but a conversation between nostalgia, identity, and style. For us, it’s a brand statement as much as a business move – proving that collaborations, when done right, build both creative equity and commercial value.”
Echoing the sentiment, Saumya Rathor, Marketing Director, Lay’s, PepsiCo India, shared, “Lay’s is no stranger to the fashion-verse, pop culture, or the emergence of streetwear. We’ve always shown up where culture is being created. Our consumers seek authenticity, creativity, and a sense of connection, and this capsule with our long-time ambassador Ranbir Kapoor delivers exactly that. By blending Lay’s instantly recognisable colour cues with ARKS’ bold lens, we’ve created a true cultural drop – one that’s playful, expressive, and rooted in the energy of now.”
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