Self-Taught vs. Formally Trained: My Journey as a Designer

Thaldev Kaim

Associate Director, Design – PepsiCo India
Award-Winning Design Leader | Brand Innovator | Cultural Storyteller

Biography:

Thaldev Kaim is a self-taught Indian designer, creative strategist, and Associate Director of Design at PepsiCo India. Known for fusing cultural storytelling with global brand innovation, Kaim leads the creative vision for some of India’s most iconic snack and beverage brands—including Lay’s, Pepsi, 7UP, and Mirinda.

With formal degrees in Economics (Delhi University) and Marketing (IIM Bangalore), Kaim took an unconventional path—teaching himself design and rising through India’s top creative agencies before joining PepsiCo in 2019. Today, he is one of the most awarded design leaders in the country, with over 90 accolades across forums such as Cannes Lions, D&AD, Kyoorius, ABBYs, and PepsiCo’s Chairman’s Award—the company’s highest internal honor, which he received in 2023.

Design Leadership at PepsiCo

Since joining PepsiCo India in 2019, Thaldev has redefined the company’s design presence through culturally immersive campaigns and purpose-driven initiatives. Some highlights include:

Lay’s My Stamp – In partnership with India Post, Lay’s released the country’s first official postage stamps featuring women farmers, honoring the “unseen heroes of agriculture.”
Mitti Ki Chitthi – A poetic brand film where Mother Earth writes to her farmer daughter, bridging regenerative agriculture with emotional storytelling.
Drops of Joy – An animated campaign for World Environment Day showing how PepsiCo turns potato steam into clean water. This initiative won a Bronze Lion at Cannes 2024 and a Grande at AdFest.
Project Farm Equal – A long-term partnership with USAID that empowers women farmers with training, financial inclusion, and gender-equitable tools. Recognized with a Silver Lion (Glass) at Cannes 2024.
Pepsi Black NFT Collection – India’s first NFT project from Pepsi, blending Web3 with bold digital storytelling.

These projects not only earned global recognition but also showcased how design can drive sustainability, inclusion, and cultural pride.

Philosophy: Design with Love and Purpose

At the core of Kaim’s work lies a human-centered philosophy. For him, great design is not just about how something looks — but how it makes people feel. It must speak to hearts as much as eyes.

He believes that design is storytelling: a way to honor culture, spark joy, and inspire change. This is why his campaigns often merge local traditions with global narratives, from festive packaging to farmer-focused initiatives.

For young creatives, he offers a simple mantra: “Stay curious, embrace new tools, and never be afraid to color outside the lines.”

Awards and Recognition

With over 90 awards across Cannes Lions, D&AD, Kyoorius, ABBYs, AdFest, A’ Design Awards, and more, Thaldev has earned recognition for both creative excellence and strategic effectiveness. His dual strength — visionary storytelling and business impact — makes him a rare figure in today’s design industry.

In 2023, his contributions to PepsiCo earned him the Chairman’s Award, the company’s highest global honor, celebrating his role in shaping PepsiCo India into a design-led, culturally intelligent brand.

Conclusion

From New Delhi to the global stage, Thaldev Kaim’s journey is proof that creativity, when rooted in love and purpose, can transform not only brands but also society. His story represents more than personal success — it reflects a creative renaissance in India, where local culture fuels innovation and design becomes a global language of connection.

As Kaim himself says:
“Design with love, design with purpose.”

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Thaldev Kaim