To stir up excitement in the snacking aisle and hook India’s Gen Z, Lay’s has unveiled a new limited-edition range, ‘Flavours of the World’. Backed by consumer data, the move taps into a growing appetite for international experiences — even in everyday snacks.
Meet the New Munch: Korea, Mexico & the Med
Say hello to three bold new flavours: Korean Chilli, Mediterranean Pizza, and Mexican Salsa. Each one is crafted to reflect rising global food trends while offering a fresh twist to Lay’s core lineup.
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Flavour with a Purpose: The Why Behind the Bite
According to Saumya Rathor, Lay’s India’s marketing director, each flavour was handpicked based on deep consumer research. From the Korean wave to Mediterranean fusion and Mexican zest — these aren’t random picks; they reflect what young India is craving.
Data-Driven Deliciousness
Restaurant menus, cuisine trends, and taste profiles all fed into Lay’s flavour strategy. The result? A curated trio that covers three distinct cravings — spicy, cheesy, and tangy — designed for a truly global taste adventure.
Cracking the Code with Cricket: Why IPL Matters
Timing the launch with IPL 2025 wasn’t accidental. The brand is riding the tournament’s massive hype to build awareness. Though the flavours are temporary, the exposure is built to last, creating brand lift during peak eyeball season.
Star Power Meets Snack Power
Ranbir Kapoor and MS Dhoni headline Lay’s TV campaign, while the digital rollout synced perfectly with the IPL opening match. The media strategy balances mass appeal on TV with digital depth via Hotstar and JioCinema.
Influencers, But Make It Real
Influencer marketing plays a major role, but Lay’s isn’t just chasing numbers. They’re handpicking creators who genuinely love the brand, aiming for authentic stories over scripted shoutouts.
Packaging with Personality
The limited-edition packs don’t just look good — they feel different. While staying true to Lay’s identity, the design celebrates each flavour with dynamic visuals and culturally inspired colour schemes that break away from the brand’s usual rules.
Behind-the-Scenes: Making Limited-Time Work
Pulling this off wasn’t easy. From reverse planning and R&D sprints to aligning manufacturing with distribution, Lay’s teams hustled hard to bring these global flavours to shelves — all priced affordably at ₹10, ₹20, and ₹30.
Final Crunch: A Campaign That Tastes Like the Future
Lay’s Flavours of the World is more than a product drop — it’s a cultural statement. By blending global taste trends with IPL-scale storytelling and Gen Z-driven content, Lay’s isn’t just selling chips — it’s serving up a whole new snacking experience.
