Lay’s Launches “Mitti Ki Chitthi” Campaign to Promote Soil Health
Chennai: Lay’s, one of India’s leading potato chip brands, has introduced the “Mitti Ki Chitthi” campaign, highlighting the importance of soil health and its impact on crop quality. The initiative aims to empower farmers with knowledge and tools to care for their land effectively.
Lay’s has established specialized soil testing centers, known as Mitti Jaanch Kendras, in Uttar Pradesh, Bihar, and West Bengal. These centers provide farmers with precise insights into soil health, enabling them to make informed decisions about crop management, fertilizer application, and soil amendments. By understanding the nutrient composition, pH levels, and other critical parameters of their soil, farmers can enhance crop yields and improve the quality of their produce.
The campaign includes a poetic film, “Mitti Ki Chitthi,” which celebrates the bond between soil and farmers. The film gives voice to Mother Earth, expressing gratitude and offering wisdom to farmers. According to Saumya Rathor, Marketing Director at Lay’s, PepsiCo India, “With Mitti Ki Chitthi, we wanted to pause and talk about where it all begins – because great chips begin with great soil.”
The initiative is expected to have a positive impact on farmers and the environment. By providing farmers with accessible soil testing and insights, Lay’s aims to support sustainable agricultural practices and promote soil health. This, in turn, will contribute to better crop yields and improved environmental outcomes.
