“Mitti Ki Chitthi” — A Love Letter from Earth, Inspired by Visionary Leadership
"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, ...