~ A ₹20 kirana pack, a WhatsApp journey, and a shot at meeting brand ambassador Ranbir Kapoor ~
Mumbai, September 2026: Lays has turned its everyday ₹20 pack into a six-week fan funnel. The new consumer contest, “Lay’s Kholo, Ranbir Se Milo,” builds on the brand’s playful “Lay’s Ke Liye Kuchh Bhi” proposition with Ranbir Kapoor, giving shoppers who buy eligible packs at neighbourhood stores a chance at prizes valued at ₹2 crore in total—including a meet-and-greet with the brand ambassador.
Participation sits on WhatsApp. Consumers pick up an eligible ₹20 pack from participating kiranas, scan the campaign QR or hit the digital link (including pepgenie.com/lays and @lays_india), then upload and verify packs inside the Lay’s WhatsApp journey. More verified packs unlock bigger reward tiers: three packs for a shot at a gaming console, five for a premium smartphone, 10 for an international holiday, and 20 for the top prize—a chance to meet Kapoor.
Joy, packs, and proximity
Aastha Bhasin, Marketing Director – Potato Chips Category, PepsiCo India, framed the push as extending everyday joy into memorable upside. Lay’s® has always been about creating moments of joy, with our consumers at the heart of everything we do. With ‘Lay’s® Kholo, Ranbir Se Milo’ Contest, we’re taking that connection a step further – turning the simple act of opening a pack into the start of something truly memorable. From rewarding experiences including the chance to meet the much-loved Ranbir Kapoor, the campaign brings together everything our fans love- great taste, joy and unforgettable moments. It’s our way of celebrating our consumers continued love for Lay’s®, while making every pack an opportunity for something special,” she said.
Kapoor kept the brief fan-first. “Lay’s® and I have had a lot of fun together, and what makes this one special is that it is really about the fans. They have always shown me so much love, so the idea that a simple INR 20 pack could bring us face-to-face is quite exciting. And there are some great rewards along the way too! Im looking forward to meeting the winners and sharing a pack of Lay’s® with them,” he said.
Retail at the centre
The six-week run is backed across retail, digital, creators and social, with kirana at the centre of discovery and entry. For PepsiCo India, the commercial logic is familiar and sharp: keep the pack price accessible, put the celebrity payoff behind verified purchase behaviour, and let neighbourhood retail—not just feeds—carry the brand story. In a crowded snack aisle, Lay’s is betting that a ₹20 open can still feel like the start of something bigger.
