Lay’s has unveiled a special limited-edition pack series in India that celebrates the farmers behind its iconic chips. Each pack is adorned with farmer-inspired illustrations, bringing the spotlight to the very hands that cultivate the potatoes at the heart of the brand.
As part of this initiative, the packs also feature a QR code that directs consumers to Mitti Ki Chitthi, an evocative short film created by Lay’s. The film is crafted as a heartfelt letter from Mother Earth to farmers, emphasizing the bond between soil and those who nurture it. It shines a light on care-led farming practices, underscoring the principle that when the soil is respected and protected, it reciprocates with nourishment.
By transforming packaging into a storytelling canvas, Lay’s extends the film’s message beyond the screen—inviting consumers to engage with the journey of their food and to celebrate the unsung heroes who make it possible.
The launch is closely linked to Lay’s Mitti Jaanch Kendras—specialized soil testing centers set up across three Indian states. These centers equip farmers with detailed insights on soil nutrients, pH balance, and input requirements, helping them make science-backed decisions that enhance crop quality and boost yields.
Further amplifying this initiative is the short film Mitti Ki Chitthi, directed by Amit Sharma earlier this year. Told through a moving narrative, the film beautifully captures the emotional relationship Indian farmers share with their land, underscoring the belief that healthy soil is the foundation of a thriving future.
“With our Mitti Ki Chitthi packs, we’re bringing the story of these heroes of soil straight to the consumers – with their faces on the Lay’s packs. Every Classic Salted pack has been designed with intricate, vibrant artwork – a joyful celebration of the bond between the farmers, their land, and the chips that we love,” said Saumya Rathor, Marketing Director at Lay’s, PepsiCo India.
Tanu Sinha, Head of Design at PepsiCo India added, “When we set out to design Mitti Ki Chitthi packs, our intent was to capture a story that often goes untold – the bond between soil, farmer, and food. We wanted every element on the pack to carry a sense of gratitude, from the earthy illustrations of farmers to the golden warmth of the soil.
The design was meant to feel like a letter from the earth itself, celebrating the hands and the land behind every chip. By blending storytelling with design, we aimed to spark awareness in a way that is simple, visual, and relatable – making purpose visible in the everyday moment of picking up a pack of Lay’s.”
