PepsiCo's Lay’s has launched its refreshed brand identity in India as part of its largest global overhaul in nearly a century.

The new avatar will be introduced through the ‘Lay’s Ke Liye Kuchh Bhi’ (for Lay's anythinng) campaign featuring brand ambassador and actor Ranbir Kapoor, celebrating the brand’s taste, ingredient quality, and everyday moments of joy.

The film, built around the idea of 'good selfish', celebrates playful behaviours associated with enjoying the chips, from guarding the last piece to choosing flavours without compromise. It highlights everyday moments that reflect consumers’ affection for the brand.

The campaign will air across national television, digital platforms, OTT, and social media as part of a high-impact rollout. New packs will be available across retail, e-commerce, and quick-commerce platforms nationwide from early March, as Lay’s enters its next phase in India while maintaining its long-standing relationships with local farmers and consumers.

Rooted in its agricultural heritage, the refreshed identity highlights Lay’s longstanding focus on farm-grown potatoes and brings the farm-to-bag journey to the forefront.

The updated packaging emphasises quality cues on the shelf, including clear messaging such as ‘Made with Finest Potatoes’, alongside enhanced ingredient imagery reflecting familiar flavours.

The new packs will roll out nationwide starting the first week of March.

As part of its sustainability push, the refreshed packaging will feature a polyolefin-based recycle-ready structure designed to improve end-of-life outcomes when processed as post-consumer waste.

Developed in-house by PepsiCo Design & Innovation, the new visual identity centres the potato with a more energetic look. It retains Lay’s iconic sun and red ribbon while introducing sun-inspired ‘Lay’s Rays’, a refined logo, and a custom typeface aimed at expressing a modern, joyful character.

A richer colour palette drawn from ingredients, farm-inspired backdrops, and vivid food photography is designed to underscore the product’s quality and flavour.

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.”

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 Ranbir Kapoor bringing a playful story to life, reaffirming the unmistakable love of Lay’s.”