Lay’s Celebrates Farmers in India With Limited-Edition Packs

Lay’s has introduced a limited-edition pack series in India featuring illustrations of farmers, part of its ongoing initiative to connect consumers with the people who grow the potatoes for its chips. The packs include a QR code linking to Mitti Ki Chitthi, a short film by the brand that portrays the relationship between farmers and the land, underscoring the importance of soil health.

The film is presented as a letter from Mother Earth to farmers, highlighting care-led farming practices and the belief that nurturing the soil leads to nourishment in return. According to the company, the limited-edition packs extend the film’s message by turning the packaging into a storytelling medium.

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The launch also ties into Lay’s Mitti Jaanch Kendras, soil testing centers established in three Indian states. These centers provide farmers with analysis on soil nutrients, pH levels, and input needs, enabling them to make informed decisions to improve crop quality and yields.

The short film Mitti Ki Chitthi, earlier this year, directed by Amit Sharma, highlights the emotional bond between Indian farmers and their land.

“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.”

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