Lauritz Knudsen Electrical and Automation, formerly known as L&T Switchgear, has unveiled a remarkable rebranding campaign, marking its next chapter under Schneider Electric. The campaign is being spearheaded by L&K Saatchi & Saatchi India, a leading creative agency under Publicis Groupe India. The launch aims to strengthen the brand’s resonance in India while reassuring consumers that the trust, values, and heritage remain intact, albeit under a new name.
A Visual Journey through India’s Growth
Directed by the talented Ashim Ahluwalia and set to a soul-stirring anthem by musical genius Shankar Mahadevan, the campaign film embarks on a visual journey. It opens with a shot of the iconic L&T Switchgear signage, leading viewers through diverse settings like homes, hospitals, and fields, symbolizing Lauritz Knudsen’s contribution to India’s progress. The story seamlessly connects the company’s rich history with its rebranded future, ending on the new Lauritz Knudsen signage.
Rajat Abbi, VP-Global Marketing and CMO of Schneider Electric India, shares his enthusiasm:
“Lauritz Knudsen Electrical and Automation, Formerly L&T Switchgear, boasts a remarkable 70+ year legacy in powering the electrical industry and resonating with the heartbeat of the nation. Despite the name change, our core identity remains unchanged – it’s only the trust of our customers and partners that now carries a new name.”
Abbi emphasizes the seamless collaboration with L&K Saatchi & Saatchi:
“Effective storytelling is pivotal to any campaign, and our new brand film weaves together our entire journey and our key offering, beautifully. We eagerly anticipate the creativity that L&K Saatchi & Saatchi will bring to the table next.”
Crafting a Symphony of Creativity
The creative team at L&K Saatchi & Saatchi India took on the challenge of preserving the brand’s heritage while introducing its new identity with flair. Rohit Malkani, Chief Creative Officer, explains the unique experience of working on the campaign:
“One doesn’t often get to work with a musical genius, a renowned filmmaker and a voice that has moved millions, all in one TVC! That’s precisely what Lauritz Knudsen offered us in terms of an opportunity. The challenge was to not just establish the new name and identity strongly but also tell the story of L&T Switchgear and its journey in building India.”
Atin Wahal, Executive Director at L&K Saatchi & Saatchi, further commented on the collaboration:
“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.”
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A Nationwide Campaign Rollout
The campaign has been rolled out across both TV and digital platforms, ensuring it reaches a broad audience. Notably, Lauritz Knudsen has partnered with the popular game show Kaun Banega Crorepati to further amplify brand visibility. The film is also being broadcast in five regional languages, reflecting the brand’s extensive presence across India.
About L&K Saatchi & Saatchi:
L&K Saatchi & Saatchi, a part of Publicis Groupe India, is a dynamic full-service communications agency offering expertise in traditional and digital advertising, branding, design, UI/UX, content creation, and brand consultancy. With a client roster that includes renowned names like Hero MotoCorp, Renault, NIVEA, Standard Chartered Bank, ITC, Dabur, Akasa Air, Jockey, P&G, Zee, Zepto, Relaxo, and more, the agency delivers integrated solutions across industries. The core of L&K Saatchi & Saatchi’s ethos is their culture of ownership, driven by the belief that “Our Clients’ Business is Our Business,” ensuring client success is always a priority. With over 350 talented professionals, L&K Saatchi & Saatchi operates from offices in Mumbai, Delhi, Kolkata, and Bengaluru, continuously striving for creative excellence.
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Lauritz Knudsen Electrical & Automation, previously known as L&T Switchgear, is a leader in the electrical industry, boasting a rich 70+ year legacy dedicated to supporting India’s growth across vital sectors like industry, utilities, infrastructure, buildings, and agriculture. Offering a diverse range of electrical and automation products, including low and medium-voltage switchgear, automation solutions, and custom software services, the brand stands as a symbol of reliability and innovation.
About Lauritz Knudsen Electrical & Automation
With state-of-the-art manufacturing facilities in Ahmednagar, Vadodara, and Coimbatore, Lauritz Knudsen adheres to global excellence standards, supported by in-house design and development centers, as well as advanced tooling capabilities to ensure precision. Additionally, the brand operates six Switchgear Training Centers (STCs) located in Pune, Lucknow, Coonoor, Vadodara, Delhi, and Kolkata. These centers provide customized training and hands-on learning for technicians, engineers, professionals, and students alike.
Lauritz Knudsen boasts one of the most extensive electrical distribution networks in India, with over 1,500 partners nationwide, further solidifying its commitment to excellence and its role in powering India’s progress.
