There’s a new glow on the snack aisle and it’s unmistakably golden. Lay’s has unveiled its refreshed brand identity in India, part of the biggest global makeover in its nearly 100-year history. But this isn’t just a logo tweak or colour correction. It’s a full-circle moment quite literally bringing the brand’s farm roots and iconic sun imagery front and centre, while celebrating the playful obsession fans have always had with their favourite chips.
There is a renewed focus on what Lay’s says has always defined it: great chips that start at the farm. The visual identity, designed in-house by PepsiCo Design & Innovation, retains the iconic sun and red ribbon while introducing vibrant “Lay’s Rays,” a refined logo, custom typeface and a richer, farm-inspired colour palette.
The refreshed identity is being brought alive through a new campaign platform titled ‘Lay’s ke liye kuchh bhi’, fronted by brand ambassador Ranbir Kapoor. The creative idea taps into what the brand calls “Good Selfish” those unapologetic little moments when you choose yourself first.
Link to the campaign:
Commenting on the refresh, Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said, “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. Rooted in our enduring partnerships with over 27,000 Indian potato farmers, the new farm-to-bag design brings our commitment to quality into sharper focus: chips made from the finest potatoes, with the right ingredients. This evolution reflects our responsibility as a category leader: to make quality easier to see, to design more thoughtfully for the planet, and to honour the trust people place in Lay’s today while shaping the future of the brand.”
Speaking on the new campaign, Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India added, “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. Through ‘Lay’s ke liye kuchh bhi’, we’re celebrating the brand’s emotional connection with consumers, with Kapoor bringing a playful story to life, reaffirming the unmistakable love of Lay’s.”
