Lauritz Knudsen Electrical and Automation (formerly L&T Switchgear), a leader in India’s electrical and automation industry, has launched a new integrated marketing campaign featuring Mumbai Indians and its star players. This marks a significant milestone in their strategic partnership with the renowned cricket franchise.
The campaign, centred around a new TV Commercial (TVC), highlights Lauritz Knudsen’s significant contributions to India’s growth, linking technological innovation with sporting excellence. It aims to reinforce the brand’s position as ‘India’s Favourite Switchgear’ by showcasing its vital role in powering the nation’s infrastructure—from airports and stadiums to metro systems and beyond.
As the Principal Partner of the Mumbai Indians, Lauritz Knudsen is leveraging cricket’s massive audience to increase brand visibility and familiarity across India. The TVC, titled ‘Who am I?’, 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, developed by Saatchi & Saatchi India, part of Publicis Groupe India, combines corporate history with contemporary brand positioning. It demonstrates how Lauritz Knudsen's legacy of innovation continues to shape India's electrical and automation industry.
Lauritz Knudsen Electrical and Automation is part of the Schneider Electric group in India.
