Lauritz Knudsen Electrical and Automation, previously known as L&T Switchgear, has chosen L&K Saatchi & Saatchi, part of Publicis Groupe India, as its new advertising partner.

The partnership marks the launch of a comprehensive campaign to enhance brand resonance and align with its new identity following the acquisition by Schneider Electric in 2020. The campaign aims to reinforce the trust and heritage of the L&T Electrical & Automation brand under its new name, Lauritz Knudsen, L&K Saatchi & Saatchi said in press release.

The campaign, directed by renowned filmmaker Ashim Ahluwalia, features an inspiring anthem by music maestro Shankar Mahadevan. The film opens with a powerful shot of L&T Switchgear’s original signage and takes viewers on a journey through various locations — houses, hospitals, and agricultural lands — highlighting how L&T Switchgear has contributed to India’s growth through its products and partnerships. The film transitions seamlessly between scenes, finally culminating with the signage under the new name: Lauritz Knudsen.

Rajat Abbi, VP-Global Marketing and CMO of Schneider Electric India, stated, “Lauritz Knudsen Electrical and Automation, formerly L&T Switchgear, boasts a remarkable 70+ year legacy in powering the electrical industry. Despite the name change, our core identity remains unchanged. Collaborating with L&K Saatchi & Saatchi, we’re thrilled that the team aligned with our values and helped us bring our vision to life. Our new brand film beautifully weaves together our entire journey and key offerings.”

Rohit Malkani, Chief Creative Officer of L&K Saatchi & Saatchi, added, “Creating this campaign was an extraordinary opportunity. The challenge was to not only establish the new name and identity strongly but also to tell the story of L&T Switchgear and its journey in building India. The result is a seamless piece of storytelling, weaving all practices into one symphony.”

Atin Wahal, Executive Director of L&K Saatchi & Saatchi, echoed, “It is our privilege to partner with Lauritz Knudsen Electrical & Automation, a brand with a rich 70-year legacy in India, at this pivotal stage of their rebranding journey. This campaign underscores the brand’s legacy of trust while highlighting its continuous evolution towards a brighter future.”

The campaign has been rolled out across TV and digital platforms to ensure broad reach and engagement.

It also includes a strategic partnership with the renowned game show Kaun Banega Crorepati. The campaign is being broadcast in multiple languages, including Hindi, Malayalam, Telugu, Tamil, and Kannada, highlighting the brand’s pan-India presence and its commitment to connecting with diverse audiences.