Extension of ‘Mitti Ki Chitthi’ campaign highlights soil health and the farmers behind every chip

Lay’s has launched its first-ever limited-edition packs featuring Indian farmers, placing them front and centre in a heartfelt tribute to the heroes of agriculture. These special packs are a powerful extension of the brand’s acclaimed ‘Mitti Ki Chitthi’ campaign, which emphasizes the critical role of soil health and the deep emotional bondbetween farmers and the land they nurture.

The redesigned packs feature hand-drawn portraits of farmers, framed by vivid illustrations of sowing, cultivation, and harvest-transforming the iconic Lay’s design into a canvas of storytelling. Each pack carries a QR code linking to the Mitti Ki Chitthi film, a lyrical and poetic tribute from Mother Earth to her caretakers, resonating deeply with audiences across India.

Saumya Rathor, Marketing Director, Lay’s, PepsiCo India, shared:
“Behind every Lay’s chip is a story of soil, sweat, and smiles. These limited-edition packs honour the farmers who grow the potatoes that bring joy to millions. With intricate illustrations and their real faces on our packs, we celebrate the beauty of farming, the importance of soil, and the people who make it all possible.”

The campaign also connects to Lay’s larger regenerative agriculture commitments. Through Mitti Jaanch Kendras-dedicated soil-testing labs set up in three states-farmers receive vital insights into soil health, empowering them to enhance yield and crop quality sustainably.

Today, Lay’s works with over 27,000 farmers across 14 Indian states, reinforcing PepsiCo India’s pledge to sustainable, responsible farming-nurturing both the Earth and the communities that depend on it.