Lays & Saif Ali Khan: The Fun Face of Snacking in India

Lay’s has always been more than just a snack. In India, the brand found a strong connection with audiences by partnering with actor Saif Ali Khan. His humor and charm helped Lay’s stand out in a crowded market. Over the years, this partnership grew and evolved. Let's understand how Saif played a key role in shaping how India saw Lay’s as a brand.

Lay’s is definitely one of the most popular potato chip brands in the world. It was founded in 1932 by Herman Lay in the United States. Over the years, Lay’s grew from a small snack company to a global name under PepsiCo, offering a wide range of flavors and formats.

Lay’s entered the Indian market in 1995. Since then, it has become a regular part of daily snacking for many households. The brand quickly adapted to local tastes, introducing flavors like Magic Masala, West Indies Hot 'n' Sweet Chili and Classic Salted. These flavors were not just products but part of casual moments like college breaks, family get-togethers and everything in between.

Lay’s also became known for its fun, light-hearted ads and celebrity endorsements. But beyond the marketing, it’s the familiar crunch and wide availability that made it a go-to snack for millions. Lay’s continues to evolve with changing preferences while staying true to its roots in simple, easy snacking. 

In this blog, we will discuss how Lay’s entered the Indian market with a carefully planned marketing and celebrity endorsement strategy.

Why Lay’s Needed a Familiar Face to Grow in India?

When Lay’s entered the Indian market in 1995, the snacking space was already competitive. Indian consumers had a deep connection with traditional snacks like namkeens, bhujia and local chips. Lay’s, an international brand with Western roots, needed more than just taste to gain ground. It needed familiarity! 

To build trust and stand out, Lay’s leaned into celebrity endorsements. Partnering with a known face in Indian entertainment was a smart move. A celebrity could give the brand the cultural relevance and emotional connection it needed at the time. That's when they thought of working with Saif Ali Khan to promote themselves. 

At the time, Saif was becoming a known figure in both urban and semi-urban spaces. He brought relatability, a touch of royalty and a relaxed style that felt both aspirational and accessible. He was someone audiences liked and could trust. 

Do You Want a Celebrity Endorsing Your Snack Brand?

How Saif Ali Khan’s Wit and Style Shaped Lay’s Image in the 2000s?

Lay’s campaigns in the early 2000s were light-hearted, fun and often built around simple moments. Saif Ali Khan was the centerpiece of many of these ads. His comic timing and down-to-earth charm added a layer of humor and familiarity to the brand.

One of the most iconic campaigns featured Saif in everyday scenarios, enjoying Lay’s chips while dealing with relatable problems. These ads were short, funny and to the point. They didn’t try to sell hard. Instead, they made Lay’s look like an effortless part of daily life. That was the magic.

In one memorable ad, Saif is at a party, hiding a pack of Lay’s chips from friends who want to share. The line “No one can eat just one” became a catchphrase. It was playful, relatable and stuck in people’s minds.

These ads weren’t flashy. They didn’t push Lay’s as a luxurious snack. Instead, they made it feel like a friend. That tone helped Lay’s establish a deeper connection with young urban audiences.

Blending Youth Culture and Internet Humor into Lay’s Marketing

As media habits changed, Lay’s evolved too. With Gen Z and millennials spending more time online, the brand leaned into digital platforms. This meant content that was fast, funny and scroll-worthy.

Lay’s began creating meme-style posts, Instagram reels and challenges. The tone became younger, more casual and sometimes even self-deprecating. Humor stayed at the center, but now it came with a layer of internet-savvy wit.

In 2020, during the lockdown, Lay’s ran several social media-led campaigns using trending audio clips and relatable situations. One featured a guy secretly eating chips during Zoom calls. Another showed the "drama" of finishing your Lay’s packet and not finding another one.

Lay’s didn’t stop there. They also collaborated with digital influencers like Dolly Singh, Kusha Kapila and Bhuvan Bam, who brought their own flavors of comedy and content. These influencers helped the brand tap into communities where trust and attention were already built. You can reach out to us for a super-targeted influencer marketing campaign. 

Flavour by the People: UGC Contests and Fan-Led Campaigns

Lay’s has often turned to its fans in India to shape what’s next. One of the most popular campaigns was “Give Us Your Delicious Flavour”, where people across the country were invited to create their own chip flavors. It wasn’t just a fun idea; the best entries were actually produced and sold. Flavors like Mint Mischief, Mastana Mango, Hip Hop Honey & Chilli and Bhel Puri came from this fan-led initiative.

Another example was the Lay’s “Smile Deke Dekho” campaign. While not about flavors, it invited people to take part in personalizing the brand. Lay’s added real people’s smiles on the packaging, turning buyers into part of the product. It made the connection more personal and relatable.

These campaigns worked because they gave people a say. Lay’s wasn’t just selling chips. It was inviting people to help shape the brand. That made fans feel more involved and heard.

Saif Ali Khan Returns as the Face of Lay’s Gourmet

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In 2022, Lay’s launched a premium range called Lay’s Gourmet. And for this launch, they brought back Saif Ali Khan. This wasn’t just nostalgia. It was strategic.

The Gourmet series positioned Lay’s as elevated, with kettle-cooked chips and richer flavors. To match that vibe, they needed someone who represented sophistication without being distant. Saif fit that perfectly.

The ad showed Saif walking through a lush estate, tasting the new flavors with curiosity and style. It was classy but not snobbish. It felt like an upgrade, but still fun. Saif’s return tied the new product with the brand’s long legacy.

This move also connected older fans who remembered the 2000s campaigns, while introducing Saif to newer audiences in a refreshed avatar.

Expanding the Celebrity Lineup: Ranbir, Alia and Dhoni Join the Table

Lay’s didn’t rely on just one face. As the brand grew, so did its celebrity roster. Lay’s partnered with Ranbir Kapoor, Alia Bhatt and MS. Dhoni for a series of campaigns. Let’s take a quick look at their best ad campaigns.

A. Lay’s x Ranbir Kapoor - Tears Will Roll - A Lay’s Sizzlin’ Hot Story

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In the Lay’s Sizzlin’ Hot campaign titled "Tears Will Roll," Ranbir Kapoor brings a fun twist to spicy snacking. The ad shows Ranbir trying Lay’s Sizzlin’ Hot chips, only to be hit by the intense spice. His eyes water, but he keeps eating because the taste is addictive. The story plays out like a dramatic short film, mixing humor with a bit of Bollywood flair.

Lay’s uses Ranbir’s screen charm to make the ad both entertaining and relatable. His reaction to the spice adds a human touch, something viewers can connect with. It’s not just about how hot the chips are. It’s about the fun and drama they bring.

By casting Ranbir, Lay’s speaks to young audiences who enjoy strong flavors and fun storytelling. The campaign works because it feels playful and real, with Ranbir acting as the guy-next-door caught in a fiery snack moment.

B. Lay’s x Alia Bhatt - Lay's Spanish Tomato Tango, Now More Tomatoey

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In the ad for Lay’s Spanish Tomato Tango, Alia Bhatt brings her usual charm to highlight the new “more tomatoey” version of the flavour. The ad shows her enjoying the chips and calling out just how rich and tangy they taste now. It's short, simple and focused on how the flavour has been made better, with Alia’s reaction doing most of the talking.

Lay’s uses Alia not just for her popularity but also for how relatable she feels on screen. She plays it casual and fun, making the chip upgrade feel like something worth trying. There’s no big drama or over-the-top scene. Just a familiar face, an everyday moment and a small but tasty change.

With this campaign, Lay’s leans into the idea that small improvements matter and that loyal fans will notice. Alia helps deliver that message in a way that feels easy, honest and in tune with young snackers.

C. Lay’s x MS Dhoni - No Lay’s, No Game

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In the No Lay’s, No Game ad, MS Dhoni brings his signature calm and playful energy to a light-hearted campaign. The ad shows a cricket match getting delayed because there are no Lay’s chips. Everyone, from players to fans, is waiting around until someone finally shows up with Lay’s. The game starts only after the chips arrive, reinforcing the line: “No Lay’s, No Game.”

Lay’s uses Dhoni in a smart way here. He’s not just a cricketer, he’s a face people trust. His presence makes the ad feel familiar and friendly, especially for cricket fans. The message is clear and fun that Lay’s isn’t just a snack, it’s part of the experience.

The campaign taps into India’s love for cricket and snacks, using Dhoni to show how Lay’s fits into that everyday joy. It’s simple, relatable and gets the point across without trying too hard.

These collaborations showed how Lay’s balances fun with familiarity. Each celebrity brought something different. Ranbir and Alia brought youth appeal. Dhoni added trust. Saif brought a mix of nostalgia and class.

Together, they helped Lay’s stay relevant across regions and age groups.

Final Words

Lay’s success in India isn’t just about flavor. It’s about how the brand listens, adapts and presents itself in a way people relate to. From Saif Ali Khan’s early campaigns to meme-led Instagram posts, the brand has stayed in tune with the culture.

Using celebrities wisely, not just for face value, but for what they represent has helped Lay’s stay close to its audience. Saif’s return as the face of Lay’s Gourmet shows how deep that connection runs.

And as India’s snack market keeps growing, Lay’s is ready. With a mix of flavor, fun and familiar faces, it’s built more than a brand. It’s built a place in people’s everyday lives.