Lay’s, one of India’s most recognizable snack brands under PepsiCo, has long been woven into the country’s food culture. Beyond being a simple bag of chips, Lay’s has frequently shown up in local sandwiches, chutneys, and even fusion dishes in online food content—spontaneously and organically. Recognizing this unique cultural moment, the brand shifted from traditional advertising to co-creation with consumers, resulting in a campaign that reimagined the brand’s role in everyd

Balaji Wafers has partnered with Creativefuel to lead its social media strategy and digital storytelling in 2026, marking a major step in the brand’s digital evolution.