Mumbai: Lay’s has expanded its ‘Lay’s® Ke Liye Kuchh Bhi’ campaign beyond screens into the physical world, launching a large-scale outdoor activation across key metro cities including Delhi NCR, Mumbai, and Kolkata.
Built on the insight that cravings often override logic, the campaign creatively showcases the lengths consumers will go to for a pack of Lay’s®. The outdoor rollout features visually striking and humorous billboards, including a scene of a man “stealing” a pack mid-action and another depicting a giant fishing rod pulling in Lay’s®, turning everyday moments into larger-than-life brand experiences.
The campaign is supported by an extensive out-of-home (OOH) network across metro cities, leveraging formats such as metro wraps, metro pillars, billboards, and unipoles to ensure high visibility across daily transit routes. Beyond metros, the campaign extends into cities including Pune, Lucknow, Amritsar, Panipat, and Patna, incorporating innovative DOOH formats to broaden reach.
This on-ground activation builds on the broader integrated campaign journey launched earlier, which also introduced Lay’s® refreshed brand identity in India—part of its largest global brand refresh in nearly a century. The campaign was fronted by brand ambassador Ranbir Kapoor, highlighting the emotional connection consumers share with the brand.
To deepen engagement, Lay’s® encouraged fans to share their own “kuchh bhi” moments, with select participants gaining unique experiences such as access to Karan Aujla’s tour, turning the campaign into a participative movement.
The campaign also gained traction in pop culture, with personalities like Himesh Reshammiya, Karan Johar, Baba Sehgal, and Archana Puran Singh stepping out of their usual personas in unexpected ways—each reinforcing the campaign’s central idea of doing anything for Lay’s®.
By integrating on-screen storytelling with immersive outdoor activations, participative experiences, and cultural moments, Lay’s® has created a cohesive, multi-touchpoint campaign that celebrates the spontaneous, often irrational joy associated with the brand.
