Lay’s India Unveils Major Brand Refresh with Ranbir Kapoor-Led ‘Ke Liye Kuchh Bhi’ Campaign

Lay’s, owned by PepsiCo, has introduced a refreshed brand identity in India as part of a wider global redesign initiative. The update represents one of the most significant visual and strategic evolutions in the brand’s nearly century-long history.

The new look will be brought to consumers through the campaign ‘Lay’s Ke Liye Kuchh Bhi’, fronted by brand ambassador Ranbir Kapoor. The campaign celebrates the playful devotion fans show toward the snack, positioning the brand at the centre of light-hearted, self-indulgent moments.

Spotlight on Farm-to-Bag Heritage

The redesigned identity draws attention to Lay’s agricultural roots, emphasising that the product journey begins with carefully sourced potatoes. PepsiCo India highlighted its long-standing partnerships with more than 27,000 Indian farmers, reinforcing the brand’s commitment to ingredient quality and sustainable sourcing.

On-shelf communication has been strengthened with clearer quality cues, including visible messaging about the use of premium potatoes. Enhanced ingredient visuals and a more contemporary layout aim to make flavour recognition faster and more intuitive for shoppers.

The updated packs will begin rolling out nationwide from the first week of March across retail, e-commerce and quick-commerce platforms.

Sustainability-Focused Packaging Innovation

As part of the refresh, Lay’s has introduced a polyolefin-based, recycle-ready packaging structure designed with circular economy principles in mind. The change is intended to improve recyclability outcomes when packaging is collected and processed post-consumption.

PepsiCo stated that the packaging transition aligns with its broader sustainability roadmap while maintaining product freshness and quality standards.

Design Evolution Led In-House

The visual overhaul has been developed by PepsiCo’s global Design & Innovation team. The refreshed packaging retains key brand assets such as the iconic sun motif and red ribbon while incorporating a refined logo, custom typography and new sun-inspired graphic elements.

A warmer colour palette inspired by farm produce, alongside vivid food imagery, reinforces the emphasis on ingredients and taste. The result is a more modern and energetic shelf presence that aims to connect with younger audiences without losing brand familiarity.

Campaign Celebrates ‘Good Selfish’ Moments

Anchoring the transformation is the ‘Lay’s Ke Liye Kuchh Bhi’ creative platform. The campaign builds around relatable consumer behaviours — from guarding the last chip to picking a favourite flavour without compromise — capturing the unapologetic joy associated with the brand.

Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India, described the refresh as an evolution that maintains the brand’s core appeal while presenting it in a more contemporary format. Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, noted that the initiative reflects both the brand’s farm-led heritage and its responsibility as a market leader to enhance transparency and sustainability.

The campaign will run across national television, OTT services and digital platforms, supported by social media amplification to drive scale and engagement.

With this transformation, Lay’s aims to strengthen its emotional connect with Indian consumers while reinforcing its quality credentials and sustainability commitments for the next phase of growth.