National, 17th August 2026: Lay’s®, PepsiCo India’s iconic potato chip brand, has launched Lay’s® Hot Chips Style Asian Fiery Chilli, a new regional innovation crafted for the chilli-forward flavour preferences of consumers across South India, including Andhra Pradesh, Telangana, Karnataka, Kerala, and Tamil Nadu. The new variant reflects Lay’s® continued focus on consumer-centric innovation, bringing regional food traditions and local taste preferences into its product portfolio.
Thin, crispy potato chips have long held a place in South India’s everyday food culture, often enjoyed alongside curd rice, rasam rice or lemon rice. As consumers increasingly seek familiar, locally inspired flavours from trusted brands, this enduring mealtime ritual presented an opportunity for Lay’s to draw inspiration from this eating occasion in a packaged format that can be enjoyed anytime, anywhere.
Made with the finest potatoes*, Lay’s® Hot Chips Style Asian Fiery Chilli is crafted using an innovative marination technology to deliver a distinctive crunch and a fiery chilli flavour inspired by the region’s palate. Created to complement South Indians meals, it brings together Lay’s® signature quality with a locally inspired eating experience.
Commenting on the launch, Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India, said, “At Lay’s®, bringing joy through great flavours begins with understanding what our consumers love. As India’s tastes continue to evolve, we are strengthening our focus on regional preferences to create products that resonate locally. Lay’s® Hot Chips Style Asian Fiery Chilli has been crafted especially for South India, inspired by the region’s love for fiery flavours. This launch is part of our continued commitment to celebrating India’s culinary diversity through innovation while delivering the unmistakable Lay’s® taste and quality that consumers trust.”
Supporting the launch is a 360-degree integrated campaign across television, digital, social media, outdoor, print and in-store activations. The TVC captures a relatable slice of everyday life. Set around a family meal, the film follows a wife juggling a work call while her husband proudly serves his special curd rice. Lost in the conversation, she barely notices the meal until he adds Lay’s® Hot Chips Style Asian Fiery Chilli to her next bite. The fiery crunch transforms the familiar comfort food into an unforgettable flavour experience, prompting an instinctive and joyous “Abbabbahh… Super!” – a spontaneous expression that perfectly captures the joy of discovering a whole new way to enjoy a familiar meal . Blending humour, warmth and a touch of playfulness, the film celebrates how Lay’s® can turn an everyday meal into an irresistibly exciting experience.
Lay’s® Hot Chips Style Asian Fiery Chilli is now available across Andhra Pradesh, Telangana, Karnataka, Kerala, and Tamil Nadu in INR 5, 10, and 25 through traditional retail and quick commerce platforms.
AGENCY CREDITS
- Creative Agency – Leo India
- CCO, Publicis Groupe, South Asia and Chairman Leo South Asia – Rajdeepak Das
- Chief Executive Officer-South Asia – Leo, Publicis Business and Publicis Health – Amitesh Rao
- Chief Creative Officers – Vikram Pandey & Sachin Kamble
- Chief Strategy officer – Anirban Roy
- Senior Vice President – Head of Strategy, Delhi – Pritish Mukherjee
- Delhi office Head – Jaikrit Singh
- Executive Vice President – Neha Kapoor
- Group Executive Creative Director – Nitin Pradhan
- Executive Creative Director – Sandeep Iyer
- Senior Executive Creative Director – Arjun Jetly
- Associate Executive Creative Director – Saurav Dasgupta
- Creative Director – Kulteja Ponnada
- Account Management – Swapnil Malushte & Kirti Sinha
- Production House – Colonial Films
- Director – Nitin Menon
- Producer – Pintu Mishra
About Lay’s®:
Launched in 1995 in India, Lay’s® is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay’s® has a wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes.
It is available in six flavours. Consumers can also log onto the Lay’s® Facebook page at http://www.facebook.com/laysindia and follow us on Instagram at https://www.instagram.com/lays_india/?hl=en
About PepsiCo:
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
