National, August 18, 2025: In a bold and unexpected collaboration, one of India’s most iconic brands is inspiring a new kind of style story with the launch of Colour-Lays®, a limited-edition capsule collection. Conceptualised and led by Ranbir Kapoor’s visionary lifestyle brand, ARKS, the drop reimagines the instantly recognisable hues from Lay’s® packs into bold, contemporary sneaker designs.
By merging ARKS’ design-first, community-driven ethos with Lay’s® vibrant cultural familiarity, Colour-Lays® creates a fusion of mass appeal and contemporary street style – emerging less as product placement and more as a creative movement.
The Colour-Lays® collection channels the instantly recognisable hues of Lay’s® packs into bold, statement-making silhouettes. Designed by ARKS with a playful aesthetic, each piece merges the familiarity of one of India’s leading potato chips brands with the edge of contemporary street style. As part of the drop, ARKS is introducing sneakers in four new colours, blue, red, orange and neon green, which fits well with the Lay’s Chips and their India’s Magic Masala, Spanish Tomato Tango, West Indies Hot & Sweet Chilli and American Style Cream & Onion.
This limited-edition collaboration brings together two essentials of youth culture: Sneakers + Snacks. It’s not just style; it’s a flavour-fuelled movement. The ARKS sneakers are designed to reflect the vibrant, playful essence of Lay’s chips, delivering bold colour pops, timeless Low top silhouettes, and a connection to the flavours that have become popular all across India.
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.”
“ARKS is my canvas – a space for expression, creativity and authenticity. When we thought about how to launch this drop, we knew it had to be more than just a drop. Collaborating with Lay’s® gave us that extra spark, because they’ve always shown up where culture is being created. This one is fun, fresh and full of energy, just the way we imagined it,” added Ranbir Kapoor, Founder of ARKS
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 Colour-Lays® drop will be available on ARKS website for purchase and customization. To stay updated with all things Colour-Lays®, follow @Lay’s_India and @arks on Instagram!
About Lay’s®:
Launched in 1995 in India, Lay’s® is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay’s® has a wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes. It is available in six flavours. Consumers can also log onto the Lay’s® Facebook page at http://www.facebook.com/laysindia and follow us on Instagram at https://www.instagram.com/lays_india/?hl=en
