Lay’s has teamed up with ARKS, Ranbir Kapoor’s lifestyle label, to launch Colour-Lays — a limited-edition sneaker drop blending fashion and snacking. The launch was unveiled through a digital film. Bringing together Lay’s collaboration with cultural properties and ARKS’ design approach, the campaign presents a crossover between snacking and lifestyle categories.
For today’s generation, brand choices are often influenced by emotion, identity and nostalgia. According to Deloitte’s 2024 Gen Z and Millennial Survey, nearly two-thirds of global consumers prefer brands that reflect their personal values and demonstrate cultural relevance. Lay’s has said it has long tapped into this sentiment, with its pack colours and flavour memories becoming associated with pop culture. With Colour-Lays, ARKS reinterprets these elements, using Lay’s colour palette through its own lens. The result, the brands claim, is a product that balances familiarity with novelty and brings together both brand association and fashion.
The official Colour-Lays digital film opens in a conference room, where Ranbir Kapoor is shown with his ARKS team, brainstorming ideas for their next product drop. The mood is serious, until something on the table draws attention — a basket of Lay’s chips, with its colourful packs. In that moment, Ranbir picks up a pack and says, “That’s it.” The colours and instant recall trigger the idea. The film uses this as a narrative to connect Lay’s visual identity with the inspiration for a fashion product.
The teaser video:
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Commenting on the launch, Abhinav Verma, Co-Founder & CEO, ARKS says, “At ARKS, we believe in building culture through stories and collaborations that feel authentic to us and our community, The idea started with us asking – what if we took something millions of Indians instantly recognise, and reframed it in the language of sneakers? Lay’s was the perfect partner because their colours are cultural shorthand. Together, we’ve created not just sneakers, but a conversation between nostalgia, identity, and style. For us, it’s a brand statement as much as a business move – proving that collaborations, when done right, build both creative equity and commercial value.”
In the same spirit, Saumya Rathor, Marketing Director, Lay’s, PepsiCo India, shared “Lay’sis no stranger to the fashion-verse, pop culture, or the emergence of streetwear. We’ve always shown up where culture is being created. Our consumers seek authenticity, creativity, and a sense of connection, and this capsule with our long-time ambassador Ranbir Kapoor delivers exactly that. By blending Lay’s instantly recognisable colour cues with ARKS’ bold lens, we’ve created a true cultural drop – one that’s playful, expressive, and rooted in the energy of now.”
