LAY’S India – Cannes Silver 2024 | “Farmer Pack” Campaign

For this iconic campaign by Lay’s India, I had the honor of photographing the first-ever Lay’s pack featuring real Indian women farmers — a landmark move in inclusive brand storytelling. The campaign won Silver at Cannes Lions 2024, one of the most prestigious awards in global advertising.

The goal was to visually celebrate the unsung heroes of the potato supply chain, bringing authenticity, pride, and relatability to the forefront. Shot on location in rural India, the visuals strike a balance between commercial polish and cultural honesty, with a soft, natural light treatment and expressive environmental styling.

The hero visuals were featured on Lay’s limited edition “Farmer Packs,” digital campaigns, print, and point-of-sale, and became a viral success on social media — proving that real representation resonates.