New Delhi: Lay’s® has unveiled its first-ever limited-edition packs featuring Indian farmers, spotlighting their integral role in the journey from “soil to smile.” These special packs extend the brand’s acclaimed Mitti Ki Chitthi campaign, which highlights the importance of soil health and the emotional bond between farmers and the land.
The packs feature hand-drawn portraits of farmers surrounded by evocative scenes of cultivation and harvest, reimagining Lay’s® iconic design as a storytelling canvas. Each pack also carries a QR code, linking directly to the Mitti Ki Chitthi film—a lyrical tribute from Mother Earth to her nurturers. The film, with its poetic narration and evocative visuals, has already struck an emotional chord with audiences, celebrating the belief that “when the Earth is nurtured, it nurtures back.”
Saumya Rathor, Marketing Director at Lay’s, PepsiCo India, said, “Every Lay’s® chip has a story – and it starts way before the crunch. Lay’s® is all about joy and smiles, and we believe that for us joy starts with farmers who grow great quality potatoes in great quality soil. With our Mitti Ki Chitthi packs, we’re bringing the story of these heroes of soil straight to the consumers – with their faces on the Lay’s® packs. Every Classic Salted pack has been designed with intricate, vibrant artwork – a joyful celebration of the bond between the farmers, their land, and the chips that we love.”
The limited-edition packs also connect with Lay’s® larger regenerative agriculture commitments, including the establishment of Mitti Jaanch Kendras—dedicated soil testing labs across three states. These centres provide farmers with vital insights into soil nutrient composition, pH levels, and input needs, empowering them to make informed decisions that enhance crop quality and yield.
Today, PepsiCo India, through its Lay’s® brand, works with over 27,000 farmers across 14 states, reinforcing its pledge to sustainable sourcing and responsible farming practices.
