In a crossover that no one saw coming but everyone’s talking about, Lionel Messi and MS Dhoni are seen sharing screen space in Lay’s upcoming ‘No Lay’s, No Game’ campaign. While the full ad is yet to be released, the teaser alone has sent fans of both sports into a frenzy — and rightfully so. After all, how often do you see a South American football icon and an Indian cricketing legend in the same frame?
‘No Lay’s, No Game’: Messi X Dhoni
The Power of a Pack of Chips
Lay’s, owned by PepsiCo, has long understood that snacking and sports go hand in hand. Their global ‘No Lay’s, No Game’ campaign launched in 2023, rooted in football viewership, has featured giants like Messi, Thierry Henry, David Beckham, and Alexia Putellas. But the brand’s newest tease takes the campaign to new heights by venturing into cricket, with Dhoni’s massive fanbase making the perfect connection.
The teaser shows Messi juggling a ball before casually passing it to Dhoni — both holding different Lay’s chip variants. Messi is seen with the Simply Salted flavour, while Dhoni has the fan-favourite American Style Cream & Onion. They’re also both clad in Adidas-branded apparel — a smart nod to Messi’s long-time brand association.
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The Perfect Timing with IPL Buzz
This crossover couldn’t have come at a better time. With the Indian Premier League (IPL) in full swing, Dhoni has returned as captain of Chennai Super Kings (CSK), bringing with him millions of fans and a renewed buzz. Lay’s is tapping into this energy while adding global appeal by pairing Dhoni with Messi.
Earlier this season, the brand rolled out limited-edition global flavours – Korean Chilli, Mexican Salsa, and Mediterranean Pizza – with Dhoni and Ranbir Kapoor leading the launch. Now, by involving Messi, the brand brings its global ‘No Lay’s, No Game’ identity home to India in a way that resonates with both cricket and football lovers.
A Legacy of Fun-Fueled Collaborations
Lay’s global campaign has thrived on high-impact, lighthearted storytelling. In one popular 2024 spot, Beckham and Henry introduced the ‘Chip Cam’ during a football match — giving Lay’s holders a chance to get featured on the jumbotron. Henry even went door-to-door in Barcelona to surprise fans and enjoy matches with them, Lay’s in hand.
India saw a similar move during the 2023 ICC Men’s Cricket World Cup when Dhoni teamed up with Lay’s for a campaign conceptualised by Leo Burnett India. These executions show Lay’s commitment to making sports-viewing more interactive and enjoyable.
Cross-Sport Collaborations: A Rare Delight
Seeing sports icons from different domains together always sparks excitement. Back in 2018, we saw a similar moment when Virat Kohli and Cristiano Ronaldo teamed up for an American Tourister ad — a rare and memorable crossover. The new Messi-Dhoni pairing might just be the most iconic one yet, uniting two of the biggest sports fanbases in the world over a packet of chips.
Conclusion: Lay’s- More Than Just a Snack Ad
Lay’s has done something remarkable — it’s not just selling chips; it’s creating cultural moments. The Messi and Dhoni collaboration is more than a commercial; it’s a celebration of two sporting worlds coming together through something as universally loved as a snack. As we wait for the full ad to drop, one thing is clear: No Lay’s, No Game isn’t just a tagline — it’s a movement.
