Lays launches refreshed brand identity and packaging in India

Lay's®, the potato chip brand from PepsiCo, has launched a refreshed brand identity in India as part of the company's largest global brand refresh in nearly 100 years. The refreshed Lay's® identity in India is being introduced through the "Lay's® ke liye kuchh bhi" campaign featuring brand ambassador Ranbir Kapoor. Rooted in Lay's® agricultural heritage, the refreshed identity highlights chips made from farm-grown potatoes and brings the brand's farm-to-bag journey more visibly into the packaging design.

The updated packaging introduces clearer quality messaging on shelf, including "Made with Finest Potatoes", while enhanced ingredient imagery highlights the flavours associated with the Lay's® range. 
 

Updated Packaging and Visual Identity

The refreshed Lay's® packaging also features a polyolefin-based recycle-ready structure designed around circularity principles to support improved end-of-life outcomes when collected as post-consumer waste.

Designed in-house by PepsiCo Design & Innovation, the refreshed visual identity includes Lay's® iconic sun and red ribbon, sun-inspired "Lay's® Rays", a refined logo and a custom typeface reflecting the brand's updated visual direction. The redesign also introduces a richer colour palette inspired by ingredients, farm-inspired backgrounds and updated food photography focused on product quality and flavour presentation. 

Saakshi Verma Menon, Chief Marketing Officer - Foods at PepsiCo India:

"For nearly a century, Lay's® has believed that our extraordinary taste and product begins at the farm. Today, as part of the largest global refresh in our history, we're bringing that belief to life in a powerful new way for consumers in India."

Campaign Rollout in India

The "Lay's® ke liye kuchh bhi" campaign focuses on consumer behaviours associated with enjoying Lay's® products and will run across television, OTT, digital and social media platforms in India. The campaign is led by actor Ranbir Kapoor and supports the broader rollout of the refreshed Lay's® identity across retail, e-commerce and quick-commerce channels. 

Aastha Bhasin, Marketing Director – Potato Chips Category at PepsiCo India:

"Lay's® is an iconic brand with a simple truth at its core – it all starts with the humble potato. This refresh marks a new look for Lay's®, while keeping all the joyful goodness consumers know and love intact."

Indian Potato Supply Chain

The refreshed Lay's® identity also highlights the brand's long-standing relationships with more than 27,000 potato farmers in India and its continued focus on potato quality and ingredient sourcing.