Lay’s has launched Hot Chips Style Asian Fiery Chilli, a new regional variant developed around the chilli-forward flavour preferences of consumers across Andhra Pradesh, Telangana, Karnataka, Kerala and Tamil Nadu.
The launch builds on the brand’s focus on regional food preferences, drawing inspiration from the role of thin, crispy potato chips in everyday South Indian meals. The company notes that such chips are often paired with dishes including curd rice, rasam rice and lemon rice, creating an opportunity to bring a familiar eating habit into a packaged snack format.
The new variant uses an innovative marination technology to deliver a thin, crispy texture and fiery chilli flavour. The product is positioned as an accompaniment to South Indian meals as well as a snack that can be consumed independently.
The launch is supported by a 360-degree integrated campaign spanning television, digital, social media, outdoor, print and in-store activations. The TVC is set around a family meal, where a husband serves his special curd rice while his wife is occupied with a work call. When he adds Lay’s Hot Chips Style Asian Fiery Chilli to her next bite, the familiar meal takes on a different flavour, prompting her spontaneous reaction, 'Abbabbahh... Super!'
The film uses humour and an everyday family setting to show how the new variant can be incorporated into a familiar meal occasion.
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. 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.”
Lay’s Hot Chips Style Asian Fiery Chilli is available across Andhra Pradesh, Telangana, Karnataka, Kerala and Tamil Nadu through traditional retail and quick-commerce platforms.
