PepsiCo India unveils limited-edition packs for Indian farmers through Lay’s brand
Each pack includes a QR code that links to a short film, envisioned as a heartfelt message from Mother Earth to her nurturers.
INDIA – Lay’s India has launched a unique limited-edition packaging series that celebrates the farmers behind every potato chip, spotlighting their vital role in the journey from soil to snack.
The initiative features vibrant, hand-drawn illustrations of Indian farmers on the iconic Lay’s Classic Salted chip packs, transforming the snack packaging into a rich storytelling canvas that directly connects consumers to the agricultural roots of their favorite chips.
The campaign, titled “Mitti Ki Chitthi” (Letter from the Soil), transforms Lay’s Classic Salted packs into storytelling canvases.
Each pack includes a QR code that links to a short film, envisioned as a heartfelt message from Mother Earth to her nurturers.
Through stirring visuals and narration, the film emphasizes the importance of soil health and regenerative farming, echoing the message: “When the Earth is nurtured, it nurtures back.”
This initiative is part of PepsiCo India’s broader sustainability program, which includes the rollout of Mitti Jaanch Kendras, soil testing centers now active in three Indian states.
These labs provide farmers with critical data on nutrient composition, pH levels, and input requirements, empowering them to make informed decisions for healthier crops and improved yields.
“Every Lay’s chip has a story, and it begins long before the crunch,” said Saumya Rathor, Marketing Director at Lay’s, PepsiCo India.
“Joy starts with the farmers who grow our potatoes in great soil. With our Mitti Ki Chitthi packs, we’re putting those heroes right on the pack, celebrating their bond with the land and the chips we all love.”
The limited-edition packs are more than just a visual refresh; they serve as a bridge between consumers and the agricultural roots of their favorite snack.
By spotlighting farmers and soil stewardship, Lay’s aims to foster a deeper appreciation for the food system and the people who sustain it.
The Classic Salted packs in this limited series are priced at INR 50 and are available in retail stores and online across India for a limited period.
This move aligns with a growing trend in FMCG branding: transparency, traceability, and emotional storytelling.
As consumers increasingly seek authenticity and purpose-driven products, Lay’s is positioning itself not just as a snack brand, but as a platform for agricultural advocacy and environmental awareness.
This campaign reflects Lay’s commitment to sustainable sourcing and responsible agriculture and forms part of PepsiCo India’s efforts to work closely with over 27,000 farmers across 14 states.
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