Lay’s has expanded its regional innovation lineup with the launch of Hot Chips Style Asian Fiery Chilli, a new variant built around the chilli-forward flavors South Indian consumers favor. The chips are rolling out across Andhra Pradesh, Telangana, Karnataka, Kerala and Tamil Nadu as part of PepsiCo India’s broader push into consumer-led, regionally inspired products.

The launch leans on a familiar eating occasion: thin, crispy potato chips paired with everyday South Indian meals like curd rice, rasam rice and lemon rice. Made with potatoes and an innovative marination technology, the new variant is designed to deliver a sharp crunch and fiery chilli kick inspired by the region’s taste preferences, while retaining Lay’s signature quality.

“As India’s tastes continue to evolve, we are strengthening our focus on regional preferences to create products that resonate locally,” said Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India. She added that the launch reflects the brand’s commitment to celebrating India’s culinary diversity through innovation.

The rollout is backed by a 360-degree campaign across television, digital, social, outdoor, print and in-store activations. Its centerpiece film shows a wife juggling a work call while her husband serves his special curd rice – a familiar family scene that gets a twist when he adds a handful of the new chips to her next bite, prompting a spontaneous “Abbabbahh… Super!”

Using humor and everyday family moments, the campaign positions the new variant as a simple way to reinvent familiar meals. It’s now available at ₹5, ₹10 and ₹25 price points through retail outlets and quick-commerce platforms.