What happens when India’s favourite chips brand collides with Ranbir Kapoor’s streetwear label? You get Colour-Lays, a limited-edition sneaker drop that turns Lay’s iconic pack colours into bold footwear.
In the launch film, Ranbir Kapoor is brainstorming with his ARKS team when a basket of Lay’s chips catches his eye. The vibrant colours spark the idea of sneakers inspired by nostalgia, flavour, and pop culture. From snack packs to streetwear, it’s a cultural remix.
According to Deloitte’s 2024 Gen Z & Millennial Survey, two-thirds of young consumers prefer brands that reflect their values and culture. Lay’s has long owned that space with flavours tied to memory and celebration. Now, ARKS reimagines that legacy in sneakers that are both familiar and disruptive.
“Lay’s colours are cultural shorthand,” says Abhinav Verma, Co-Founder & CEO, ARKS. “We asked what if we reframed them in sneaker language? The result is not just fashion, but a conversation between nostalgia and identity.”
For Lay’s, the move continues its streak of cultural disruption. “We have always shown up where culture is created,” says Saumya Rathor, Marketing Director, Lay’s. “This collaboration with ARKS isn’t just footwear, it’s a true cultural drop that is playful, expressive, and rooted in the energy of now.”
Colour-Lays proves that when brands mix authenticity with creativity, they don’t just launch products, they launch culture.
