MAM
Lay’s takes ‘Ke Liye Kuchh Bhi’ campaign to the streets
Humorous billboards and extensive OOH activations in Delhi NCR, Mumbai, Kolkata and other cities celebrate wild cravings for Lay’s chips.
MUMBAI: Lay’s has just taken its cravings campaign outdoors and it’s proving some urges simply can’t be bagged. The brand has rolled out a large-scale outdoor activation for its popular ‘Lay’s Ke Liye Kuchh Bhi’ campaign across key metro cities including Delhi NCR, Mumbai and Kolkata, with further reach into Pune, Lucknow, Amritsar, Panipat and Patna. Eye-catching billboards show everything from a man mid-heist snatching a pack to a giant fishing rod reeling one in, turning everyday irrational cravings into larger-than-life street theatre.
The extensive out-of-home network includes metro wraps, metro pillars, billboards, unipoles and innovative DOOH formats, ensuring high visibility along daily commute routes. The on-ground push builds directly on the integrated campaign fronted by brand ambassador Ranbir Kapoor and the brand’s refreshed identity part of its biggest global refresh in nearly a century.
Fans have been invited to share their own “kuchh bhi” moments, with select participants winning unique experiences such as tickets to Karan Aujla’s tour. The campaign has also sparked pop-culture buzz, with celebrities including Himesh Reshammiya, Karan Johar, Baba Sehgal and Archana Puran Singh stepping out of character in unexpected ways each reinforcing the idea that for Lay’s, people will do just about anything.
By blending on-screen storytelling with immersive street activations and fan participation, Lay’s has turned a simple snack impulse into a nationwide movement. In a world full of sensible choices, this campaign cheerfully reminds us that sometimes the best decision is the most irrational one, as long as it comes with that unmistakable crunch.
