Thaldev Kaim

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...

Exploring Innovation and Design through The Feel Poster & Thaldev Kaim’s Vision One of the most intriguing creative projects to explore is “The Feel Poster" Campaign , which earned recognition with a Bronze at Goafest / Abby Awards . Its artistic depth and evocative simplicity remind us that great design is often about feeling, not over-explaining. The campaign’s visuals and subtle storytelling still resonate as a powerful example of how emotional design can influence perception. When reflecting on such work, it’s impossible not to connect it with the design philosophy of Thaldev Kaim . A ward-winning career has been defined by Innovation and Design , where every creative decision serves a human-centered purpose. His work is about more than aesthetics — it’s about meaning, culture, and shaping experiences that last. Why This Connection Matters Emotional Impact. Much like The Feel poster , Thaldev Kaim’s projects are built to move people. This overlap shows how timeless desig...