After being acquired by Schneider Electric in 2020, Lauritz Knudsen Electrical and Automation (formerly L&T Switchgear) has entrusted Publicis Groupe’s L&K Saatchi & Saatchi with its advertising mandate.
As part of the mandate win, the creative agency of Publicis Groupe has unveiled the first campaign of the association and brings into spotlight the new identity of the brand with an aim to enhance both brand resonance and align with the new identity of the entity.
Directed by renowned filmmaker Ashim Ahluwalia and featuring an inspiring anthem by music maestro Shankar Mahadevan, the magnum opus film also seeks to strengthen the trust and heritage associated with the L&T Electrical & Automation brand under its new name– Lauritz Knudsen.
The campaign opens with a compelling shot of L&T Switchgear’s original signage and then takes the viewer on a journey through houses, hospitals, agricultural lands and various geographies to show how L&T Switchgear has contributed to the country’s growth through its partnerships and products. The film seamlessly transitions between scenes via their products, finally culminating on the same sign, now under a new name: Lauritz Knudsen.
Commenting on the development, Rajat Abbi, VP- Global Marketing and CMO, Schneider Electric India, said, “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. Collaborating with L&K Saatchi & Saatchi, we’re happy that the team aligned with our values and helped us bring our vision to life. 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.”
To this, Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi, added, “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 film has really been the icing on the cake after a toughly contested pitch. 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. The result is a seamless piece of storytelling, weaving all practices in one symphony.”
Furthermore, Atin Wahal, Executive Director, L&K Saatchi & Saatchi, also mentioned, “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. At L&K Saatchi & Saatchi, we prioritise understanding our client’s business and delivering impactful results. This campaign underscores the brand’s legacy of trust while highlighting its continuous evolution towards a brighter future. The campaign is reassuring, uplifting and beautifully integrates the core values of both the brands.”
The campaign has been rolled out across TV and digital platforms, ensuring broad reach and engagement. It also includes a partnership with India’s renowned game show Kaun Banega Crorepati. The campaign is being broadcast in multiple languages — Hindi, Malayalam, Telugu, Tamil, and Kannada — demonstrating the brand’s pan-India presence.
Link to campaign-
Team Credit:
Chief Executive Officer: Paritosh Srivastava
Group Chief Strategy Officer: Snehasis Bose
Chief Creative Officer: Rohit Malkani
Executive Director: Atin Wahal
Creative Team: Vikas Gaur, Scott Middlecote, Pankaj Nimbalkar, Rohit Suryawanshi, Chandrashekhar Patil
Account Management Team: Srishti Jain, Nikita Golhar, Divya Saha Roy
Strategy Team: Digvijay Dube
Production House: Prodigious India
Films Department: Jignesh Maru, Rahebar Sonawalla
