Lay's reignites snack cravings in Indonesia with an epic chase

After a notable absence, Lay’s has re-entered the Indonesian snack scene with style - and speed. The brand has launched Chase for Lay’s, a short film that turns an everyday craving into a blockbuster-worthy pursuit.

Created by Leo Indonesia, the campaign takes a cheeky approach to brand reintroduction, centring on one young man, a bag of Wavy Lay’s, and a trail of hungry pursuers. Among them: Pradikta Wicaksono (better known as Dikta), a well-known musician, who abandons his concert mid-performance to join the hunt. From a football pitch to a cinematic car chase, the message is clear: no one is above the pull of Lay’s.

The narrative cleverly stitches together Indonesia’s biggest cultural hooks - sports, music, films, and everyday hangouts - into a single storyline driven by desire.

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“We could not have asked for a more epic re-entry into Indonesia’s snack market with a film that brings the irresistible Lay’s chase to life - reminding every Indonesian that when Lay’s is around, you’ll do anything for a bite,” said Rika Sandi, marketing director at PepsiCo Indonesia.

With a crowded and evolving snack market, reasserting the brand’s cultural relevance is key. According to StrategyHelix, Indonesia’s snacks market is on track to grow by US$2.9 billion between 2025 and 2030, with a CAGR of approximately 5.5%. This rise is fuelled by rapid urbanisation and the time-strapped lifestyles of consumers, particularly in cities such as Jakarta.

“Indonesian consumers have more choices than ever, so we set out to say, ‘We’re back’ in the most impactful, fun and memorable way, in a style that only Lay’s can,” said Ravi Shanker, chief creative officer at Leo Indonesia and Publicis Groupe Indonesia.

Directed by Rajay Singh of Think Tank Productions, the film leans into spectacle without losing its humour, balancing cinematic scale with a wink to the everyday obsession that Lay’s has long represented.

Behind the scenes, the campaign brings together a tight creative and production unit: Netra Natarajan and Amanda Sinta lead the creative helm at Leo Indonesia, while Zenith Indonesia oversees media planning.

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