Lauritz Knudsen Teams Up with L&K Saatchi & Saatchi for Rebranding Campaign

Lauritz Knudsen Electrical and Automation, previously known as L&T Switchgear, has chosen L&K Saatchi & Saatchi India as its new advertising partner. This collaboration aims to elevate the brand’s identity following its acquisition by Schneider Electric in 2020. The campaign focuses on reinforcing the legacy and trust associated with the L&T Electrical & Automation brand under its new name, Lauritz Knudsen.

The campaign features a visually striking film directed by acclaimed filmmaker Ashim Ahluwalia and an inspiring anthem by music legend Shankar Mahadevan. It opens with a nostalgic glimpse of the original L&T Switchgear signage, before transitioning through various settings—homes, hospitals, agricultural fields—showcasing the company’s contributions to India's growth. The film concludes with the rebranded name, Lauritz Knudsen, marking a new chapter in the company's storied history.

Rajat Abbi, VP-Global Marketing and CMO of Schneider Electric India, remarked, “Lauritz Knudsen Electrical and Automation, formerly L&T Switchgear, has a rich 70+ year legacy in the electrical industry. While our name has changed, our core values and commitment to quality remain steadfast. Partnering with L&K Saatchi & Saatchi has enabled us to bring our vision to life through compelling storytelling. We look forward to the innovative ideas they will bring to future campaigns.”

Rohit Malkani, Chief Creative Officer at L&K Saatchi & Saatchi, commented, “Working with a musical icon, a celebrated filmmaker, and a powerful narrative in one campaign was a unique opportunity. Our challenge was to firmly establish the new identity while honouring L&T Switchgear’s storied past. The result is a cohesive and engaging piece of storytelling that celebrates the brand’s legacy and future.”

Atin Wahal, Executive Director of L&K Saatchi & Saatchi, added, “We are honoured to work with Lauritz Knudsen Electrical & Automation at this crucial point in their rebranding journey. Our approach focuses on understanding our client’s needs and delivering impactful results. This campaign highlights the brand’s enduring legacy while showcasing its forward-looking evolution. The campaign is designed to be reassuring, uplifting, and perfectly aligns with the core values of both brands.”

The campaign is being broadcast across television and digital platforms, ensuring extensive reach and engagement. It also includes a partnership with India’s popular game show, Kaun Banega Crorepati. Available in multiple languages—Hindi, Malayalam, Telugu, Tamil, and Kannada—the campaign underscores Lauritz Knudsen's national presence.