Lay's Spices Up IPL Season with Global Flavors Targeting Gen Z Snack Lovers

Lay's India has launched an exciting campaign targeting Gen Z consumers during the Indian Premier League (IPL) season with three limited-edition international flavors: Korean Chilli, Mexican Salsa, and Mediterranean Pizza.

Available for just three months during the IPL tournament, these flavors capitalize on India's cricket mania while appealing to young consumers' adventurous palates.

Lay's India's Marketing Director explains, "Gen Z consumers are increasingly seeking global flavors and experiences. They're more willing to experiment with bold, international taste profiles compared to previous generations."

This focus isn't coincidental—Gen Z represents India's largest consumer group with significant purchasing power. Market research shows their snack consumption has increased by 27% in recent years, with particular interest in international flavors.

"Gen Z doesn't just want a snack—they want an experience," adds the Marketing Director.

The IPL provides the perfect platform for this product launch, offering unparalleled reach to the target demographic. Lay's will leverage both digital and television advertising during matches, while the limited-time availability creates a sense of urgency and exclusivity that research shows resonates with younger consumers.

If successful, Lay's may extend availability or introduce additional international variants to the Indian market, continuing to innovate with Gen Z remaining a primary focus for future snack food development.