Mumbai: Lauritz Knudsen Electrical and Automation (formerly L&T Switchgear), the leader in the Indian electrical and automation industry, recently launched its new integrated marketing campaign featuring Mumbai Indians and its players. Marking a significant milestone in their strategic partnership with Mumbai Indians—one of the most celebrated and successful cricket franchises— Lauritz Knudsen has rolled out a new TV Commercial which highlights the strong contribution made by the brand to India’s progress, weaving a narrative that connects technological innovation with sporting excellence.
The campaign reinforces Lauritz Knudsen’s position as ‘India’s Favourite Switchgear’ brand, showcasing its pivotal role in powering India’s infrastructure—from airports and stadiums to metros and beyond. As the Principal Partner of Mumbai Indians, Lauritz Knudsen is leveraging cricket’s massive audience through compelling storytelling. Led by a TVC, the integrated campaign aims to increase brand familiarity across India while reaffirming Lauritz Knudsen’s category leadership.
Titled ‘Who am I?’ the TVC features Mumbai Indians’ star players— Rohit Sharma, Hardik Pandya and Suryakumar Yadav (SKY).
Rajat Abbi, Vice President, Marketing, Greater India, Schneider Electric, commented, “Our partnership with Mumbai Indians’ is more than a marketing initiative—it’s a narrative that bridges the worlds of sports and technology. The campaign showcases the strong contribution made by Lauritz Knudsen to India’s resilient growth through its technologically advanced solutions, narrated in a lighthearted manner by Mumbai Indians star players”
The campaign has been developed by Saatchi & Saatchi India, part of Publicis Groupe India Through an engaging storytelling approach, the campaign bridges the gap between corporate history and contemporary brand positioning, showcasing how Lauritz Knudsen’s legacy of innovation continues to drive technological advancement in India’s electrical and automation landscape.
Lauritz Knudsen Electrical and Automation is a part of the Schneider Electric group in India.
Link to the TVC: https://youtu.be/MwZZqOcHCzI?si=OAyrqZHc0jV8k1gL
