Lay’s Launches Hot Chips Style Asian Fiery Chilli Across South India

New regional flavour introduced across Andhra Pradesh, Telangana, Karnataka, Kerala, and Tamil Nadu, supported by a 360° campaign

Lay’s® has expanded its regional product range with the launch of Lay’s® Hot Chips Style Asian Fiery Chilli, developed for consumers across Andhra Pradesh, Telangana, Karnataka, Kerala, and Tamil Nadu. The new variant has been introduced as part of the brand’s continued focus on consumer-centric innovation, drawing inspiration from regional food traditions and local flavour preferences.

Thin, crispy potato chips have traditionally been enjoyed alongside meals such as curd rice, rasam rice and lemon rice in South India. As interest in familiar regional flavours continues, Lay’s® has introduced this packaged offering inspired by that eating occasion for consumption anytime.

Made with the finest potatoes*, Lay’s® Hot Chips Style Asian Fiery Chilli is prepared using an innovative marination technology to deliver a distinctive crunch and a fiery chilli flavour inspired by the region’s palate. The product has been created to complement South Indian meals while retaining Lay’s® signature quality.

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.

Based on internal grading and quality parameters.

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.”

The launch is supported by a 360-degree integrated campaign spanning television, digital, social media, outdoor, print and in-store activations. The television commercial centres on a family meal, where a wife is occupied with a work call while her husband serves curd rice. After he adds Lay’s® Hot Chips Style Asian Fiery Chilli to her next bite, the crunch and flavour prompt the reaction, "Abbabbahh... Super!", highlighting a different way of enjoying a familiar meal.

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 packs 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
Executive Creative Director – Sandeep Iyer
Senior Executive Creative Director – Arjun Jetly
Associate Executive Creative Director – Saurav Dasgupta
Creative Director – Kulteja Ponnada
Group Executive Creative Director – Nitin Pradhan
Account Management – Swapnil Malushte & Kirti Sinha
Production House – Colonial Films
Director – Nitin Menon
Producer – Pintu Mishra