Lay’s has expanded its regional product portfolio with the launch of Lay’s Hot Chips Style Asian Fiery Chilli, a new variant designed around the strong preference for bold and chilli-forward flavours across South India.
The new offering has been introduced in Andhra Pradesh, Telangana, Karnataka, Kerala and Tamil Nadu, drawing inspiration from the popularity of crispy chips as an accompaniment to everyday meals such as curd rice, rasam rice and lemon rice.
Made with potatoes, the new variant uses marination technology to deliver a crispy texture and fiery chilli flavour while retaining Lay’s signature taste and quality.
Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India, said, “As India’s tastes continue to evolve, we are strengthening our focus on regional preferences to create products that resonate locally. Lay’s Hot Chips Style Asian Fiery Chilli has been crafted especially for South India, inspired by the region’s love for fiery flavours.”
The launch has been conceptualised by Leo India and is supported by a 360-degree marketing campaign spanning television, digital, social media, outdoor, print and in-store activations.
The campaign film uses a family-meal setting to showcase the new consumption occasion. The film features a husband adding the new fiery chips to his wife’s curd rice while she is on a work call, resulting in a humorous reaction that highlights the flavour combination.
Lay’s Hot Chips Style Asian Fiery Chilli is available in Rs 5, Rs 10, and Rs 25 packs across the five states through traditional retail outlets and quick-commerce platforms.
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