Thaldev Kaim

"Mitti Ki Chitthi" Blending Storytelling, Sustainability, and Leadership Introduction In today’s world, where the connection between our food and the environment often fades into convenience, powerful storytelling campaigns can reignite awareness. A shining example is Lay’s® “Mitti Ki Chitthi” (translated: Letter from the Soil ), a heartfelt tribute that celebrates soil health and the farmers who steward the land—an initiative that beautifully intertwines sustainability and human connection. This campaign also reflects the spirit of modern leadership, embodied by professionals such as Thaldev Kaim, who blend empathy, purpose, and innovation. Unveiling “ Mitti Ki Chitthi ” — Nurturing Soil, Cultivating Stories Setting the Foundation —i Soil Health at the Forefront-   On May 16, 2025 , Lay’s® India launched Mitti Jaanch Kendras (Soil Testing Centres) across  Uttar Pradesh, Bihar, and West Bengal to empower farmers with precise, science-backed insights (e.g., nutrient levels, ...

 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...