- In a special collaboration, ARKS and Lay’s® have launched Colour-Lays® which is a limited-edition line of sneakers that reimagines Lay’s® iconic pack colours through iconic fashion-first design.
- Having been the face of Lay’s® for years, Ranbir Kapoor now brings something to the Lay’s brand, using his design-led label, ARKS, to co-create a product that pushes Lay’s into an entirely new cultural space.
Link to Teaser: https://www.instagram.com/p/
National, August 19, 2025 – You’ve heard of chips and dip – now meet chips and drip. Lay’s®, the iconic potato chips brand, has teamed up with ARKS, Ranbir Kapoor’s lifestyle label, to launch Colour-Lays® — a limited-edition sneaker drop blending fashion, flavour and self-expression. The special-edition launch was unveiled through an engaging digital film. Bringing together Lay’s’® legacy of cultural disruption and ARKS’ design-first ethos, the campaign challenges category boundaries with a statement-making fusion of snacking and lifestyle.
For today’s generation, brand choices are rooted in emotion, identity and a sense of nostalgia. According to Deloitte’s 2024 Gen Z and Millennial Survey, nearly two-thirds of global consumers prefer brands that reflect their personal values and demonstrate cultural relevance. Lay’s® has long tapped into this sentiment – its instantly recognisable pack colours and flavour memories have become embedded in pop culture. With Colour-Lays®, ARKS builds on this iconicity, reimagining Lay’s vibrant colour palette through their signature lens. The result: a drop that feels both familiar and bold – bridging brand love with fashion credibility to create a truly culture-forward statement.
The official Colour-Lays® digital film opens in a sleek conference room, where Ranbir Kapoor is deep in discussion with his ARKS team, brainstorming ideas for their next big product drop. The mood is intense, until something unexpected catches his eye – a basket of Lay’s chips, placed on the table, bursting with vibrant packs. In that quiet moment of inspiration, Ranbir picks up a chip pack and says, “That’s it.” The colours, the joy, the instant recall – everything clicks. The film taps into a sense of nostalgia that many associate with Lay’s® – a brand that’s long been part of our everyday moments, celebrations, and visual memories. Through this storytelling lens, Lay’s is the starting point for a product that brings fashion to the table.
Commenting on the launch, Abhinav Verma, Co-Founder & CEO, ARKS says, “At ARKS, we believe in building culture through stories and collaborations that feel authentic to us and our community, The idea started with us asking – what if we took something millions of Indians instantly recognise, and reframed it in the language of sneakers? Lay’s was the perfect partner because their colours are cultural shorthand. Together, we’ve created not just sneakers, but a conversation between nostalgia, identity, and style. For us, it’s a brand statement as much as a business move – proving that collaborations, when done right, build both creative equity and commercial value.”
In the same spirit, Saumya Rathor, Marketing Director, Lay’s, PepsiCo India, shared “Lay’s is no stranger to the fashion-verse, pop culture, or the emergence of streetwear. We’ve always shown up where culture is being created. Our consumers seek authenticity, creativity, and a sense of connection, and this capsule with our long-time ambassador Ranbir Kapoor delivers exactly that. By blending Lay’s instantly recognisable colour cues with ARKS’ bold lens, we’ve created a true cultural drop – one that’s playful, expressive, and rooted in the energy of now.”
The right-out-the-oven drop is available on ARKS official website.