Mitti Ki Chitthi — A Lay’s x PepsiCo India Campaign
Soil. Potato. Chips. Every great brand story begins beneath the surface. Mitti Ki Chitthi — meaning “A Letter from the Soil” — is a powerful brand campaign by Lay’s and PepsiCo India , conceptualized and creatively led by Thaldev Kaim , Associate Director of Design at PepsiCo India. The campaign reimagines how a global snack brand can reconnect with its local roots. It uses the power of Strategic Design and Packaging Design Innovation to remind consumers of one simple truth: “Great chips begin with great soil.” The Seed: Designing From the Ground Up When you hold a bag of Lay’s chips, you’re holding the result of countless hands, endless care, and the living earth that makes it possible. But how often do we stop and think about where it all begins? That’s the question at the heart of Mitti Ki Chitthi — translated as “A Letter from the Soil.” The campaign was born from a simple yet profound idea: to reconnect consumers with the source of their food and honor the farmers wh...