For the first time, Lay’s has turned its iconic potato chip pack into a storytelling canvas—this time, celebrating the farmers who grow the very potatoes behind every crunch. The snack giant has unveiled a limited-edition pack series featuring vibrant illustrations of Indian farmers, inviting consumers to see the faces and stories behind their favorite chips.
But the packs are more than just artwork. Each carries a QR code that links to Mitti Ki Chitthi, a short film imagined as a heartfelt letter from Mother Earth to her nurturers. With stirring visuals and narration, the film underscores soil health and regenerative farming, reminding viewers that “when the Earth is nurtured, it nurtures back.”
This campaign is anchored in PepsiCo India’s broader initiative—Mitti Jaanch Kendras, soil health testing labs now active in three states. These centers provide farmers with data on nutrient composition, pH levels, and soil input needs, helping them make informed choices for healthier crops and better yields.
“Every Lay’s chip has a story, and it begins long before the crunch,” said Saumya Rathor, Marketing Director at Lay’s, PepsiCo India. “Joy starts with the farmers who grow our potatoes in great soil. With our Mitti Ki Chitthi packs, we’re putting those heroes right on the pack, celebrating their bond with the land and the chips we all love.”
The limited-edition Classic Salted packs, adorned with intricate farmer-inspired designs, are both a tribute and a bridge—connecting snack lovers with the unseen hands that make every bite possible.