Lay’s has made its long-awaited return to the Indonesian market — and it’s doing so with style, crunch, and a bold reminder that when Lay’s is around, you’ll do just about anything for a bite.
In partnership with Leo Indonesia, the snack brand has launched “Chase for Lay’s,” a fast-paced, humorous campaign that taps into Indonesia’s biggest cultural passions — from sports and music to films and friendly gatherings. At the center of the campaign is a cinematic short film that transforms a simple craving into an epic pursuit.
The story follows a young man enjoying a bag of Wavy Lay’s, only to find himself the target of a nationwide chase. First, Pradikta Wicaksono (aka Dikta), one of Indonesia’s most beloved musicians, jumps off stage to chase him. Then, an entire team of footballers joins the pursuit across a stadium. Before long, the film escalates into a full-blown car chase — all for just one irresistible chip.
“We couldn’t have asked for a more epic re-entry into Indonesia’s snack market,” said Rika Sandi, Marketing Director at PepsiCo Indonesia. “This film brings the irresistible Lay’s craving to life, reminding every Indonesian that Lay’s is back — and worth chasing.”
Ravi Shanker, Chief Creative Officer at Leo Indonesia and Publicis Groupe Indonesia, emphasized the creative ambition: “Indonesian consumers now have more snack choices than ever before. So we set out to say, ‘We’re back,’ in a way only Lay’s can — bold, fun, and unforgettable.”
Directed by Rajay Singh of Think Tank Productions, the campaign merges energetic storytelling with iconic local figures and themes, aiming to capture the hearts (and taste buds) of millions. With Lay’s officially back on shelves across Indonesia, the chase is just beginning.
