Lay’s has unveiled its biggest global brand refresh in nearly 100 years, with India among the key markets to debut the new identity that places quality ingredients and its farm-to-bag journey at the forefront.
The refreshed look will be introduced nationwide starting the first week of March, supported by a new marketing campaign titled ‘Lay’s Ke Liye Kuchh Bhi’ featuring brand ambassador Ranbir Kapoor.
Part of a global overhaul, the new identity in India highlights Lay’s agricultural roots and its long-standing partnerships with over 27,000 Indian potato farmers. The redesigned packaging prominently features cues such as “Made with Finest Potatoes,” enhanced ingredient imagery and a stronger visual narrative around the sourcing and craftsmanship behind each pack.
The updated packs have been designed in-house by PepsiCo Design & Innovation and retain the brand’s iconic sun and red ribbon while introducing sun-inspired “Lay’s Rays,” a refined logo and a custom typeface aimed at reflecting a modern, energetic personality. A richer colour palette inspired by farm backdrops and vivid food photography further reinforces the brand’s quality proposition.
Importantly, the refreshed packaging will feature a polyolefin-based recycle-ready structure, aligning with circularity principles to enable improved end-of-life outcomes when collected as post-consumer waste.
Commenting on the development, Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said the refresh brings the brand’s farm-first philosophy into sharper focus for Indian consumers. She noted that as a category leader, Lay’s has a responsibility to make quality more visible, design more sustainably, and honor consumer trust while shaping the brand’s future.
Aastha Bhasin, Marketing Director – Potato Chips Category at PepsiCo India, added that the campaign builds on Lay’s emotional connect with consumers, celebrating the playful, everyday moments that reflect their love for the brand.
The ‘Lay’s Ke Liye Kuchh Bhi’ campaign will air across national television, OTT platforms and digital channels, backed by a high-impact rollout across social media to drive mass engagement.
With the refreshed packs set to hit retail shelves, as well as e-commerce and quick commerce platforms, in early March, Lay’s is positioning the new identity as both a celebration of its legacy and a forward-looking step anchored in quality, sustainability, and consumer connection.