Based on Saumya’s feedback;
Option1: LETTER FROM MOTHER EARTH: LAY’S ‘MITTI KI CHITTHI’ REAFFIRMS THE IMPORTANCE OF SOIL HEALTH
OR
Option2: MOTHER EARTH WRITES BACK: LAY’S ‘MITTI KI CHITTHI’ SHINES A SPOTLIGHT ON SOIL HEALTH
Before a potato becomes a chip, and before a chip becomes a smile, it begins with the soil. Lay’s celebrates this journey from earth to heart with the launch of Mitti Jaanch Kendras, empowering farmers with accessible soil testing and honouring the care that makes every bite possible
To deepen this connection, Mitti Ki Chitthi, a lyrical film has been launched that gives a voice to the soil, celebrating the unspoken relationship between farmers and the land they lovingly nurture
New Delhi : Lay’s, the iconic potato chips brand, is strengthening its commitment to nurturing the foundation of great taste – the soil. Through its soil regeneration initiatives, Lay’s has launched Mitti Jaanch Kendras in Uttar Pradesh and West Bengal. These specialized soil testing centers provide farmers with faster, more accessible insights into soil health, empowering them to care for their land more effectively. With this effort, Lay’s champions the belief that great taste starts from great soil – and the hands that nurture it.
The launch of soil testing centers was inspired by the need to provide farmers with precise and actionable insights into their soil health. By understanding the nutrient composition, pH levels, and other critical parameters of their soil, farmers can make informed decisions about crop management, fertilizer application, and soil amendments. This targeted approach enhances crop yields.
To bring this thought to life emotionally, Lay’s has also unveiled Mitti Ki Chitthi, a lyrical letter from Mother Earth to the farmer, celebrating the silent, steadfast bond between the soil and those who nurture. As a mother would write to her daughter, the Earth lovingly expresses gratitude, offers wisdom, and gently reminds her of the balance, care, and attention she needs to thrive. Told through evocative visuals and a poetic narrative, the film brings to life the deep, unspoken bond between farmers and the land they nurture — reinforcing that when we care for the Earth, it cares for us in return.
This journey is being brought alive through digital content, influencer collaborations, retail experiences, and interactive QR codes on Lay’s packaging, inviting consumers to connect with the brand’s purpose and the real hands behind every chip.
Speaking on the initiative, Saumya Rathor, Marketing Director at Lay’s, PepsiCo India said, “With Mitti Ki Chitthi, we wanted to pause and talk about where it all begins – because great chips begin with great soil. At Lay’s every chip carries a story – not just of flavour, but of the soil, and the farmers who pour their heart and care into nurturing it. With the launch of Mitti Jaanch Kendras, we’re taking a significant step to empower farmers with the tools they need to care for their land. Mitti Ki Chitthi is a natural extension of this commitment, giving voice to mother earth and reminding us that when we nurture nature, it nurtures us in return. The film serves as a preview to a larger journey, as we continue to share the heartfelt stories of the farmers that will bring the true essence of Lay’s to life for every consumer.”
Anukool Joshi, Director Agro at PepsiCo India, added, “Soil is the starting point of everything we do in agriculture, and understanding it well is key to growing quality crops sustainably. With the Mitti Jaanch Kendras, we aim to provide farmers with access to scientific, data-backed insights that help them make better decisions — whether it’s choosing the right nutrients or managing resources efficiently. This initiative is a step forward in our ongoing commitment to supporting farmers with the right tools and knowledge, and Mitti Ki Chitthi beautifully captures the spirit of that relationship between the farmer and the land.”
“Earlier, we would look at the soil and guess what it needed. But ever since the Mitti Jaanch Kendras came, things have changed for the better. Now we understand our soil properly — what nutrients it needs, when to plant, and how to take better care of our crops. This help from Lay’s has ensured we save water and grow healthier potatoes. As farmers, we feel more confident in the decisions we make. It feels good to know that our mitti is being cared for, and through that, so are we.” said [NAME], an associated farmer from Uttar Pradesh. (translated)
On the conceptualisation, Rajdeepak Das, CCO, Publicis Groupe – South Asia & Chairman, Leo – South Asia said, “Lay’s, in collaboration with Leo, has been deeply committed to supporting India’s farming community through the use of technology and data-driven solutions. Our latest initiative, Mitti Jaanch Kendra, reinforces this commitment by enabling easier access to soil testing—empowering farmers to make more informed, sustainable choices. This initiative is a true Humankind idea and is more than a step towards agricultural innovation; it is a tribute to the soil and the ones who nurture it.”
On the launch of the film, Director – Amit Sharma said, “Mitti ki Chitti was more than just a film—it was a journey into the heart of our land and its people. Every frame is rooted in real stories, real soil. Through it, I’ve tried to craft a small ode to Mother Earth, led purely by emotion and truth.”
This spirit of care runs deep in PepsiCo India’s agricultural vision. As an agri-company at heart, PepsiCo works hand-in-hand with over 27,000 farmers across 14 states, championing innovations like Mitti Didi, and Lay’s Smart Farm. From empowering farmers with accessible soil testing to using predictive technology for better yields, every initiative strengthens PepsiCo’s commitment to regenerative agriculture, sustainable sourcing, and better farming practices, ensuring that every packet of Lay’s chips begins with the highest quality potatoes.
