Unveils a new campaign to drive brand resonance
India, 11 September, 2024 – Lauritz Knudsen Electrical and Automation, formerly known as L&T Switchgear, has partnered with L&K Saatchi & Saatchi, a part of Publicis Groupe India, as its new advertising agency. It has unveiled a powerful campaign to enhance brand resonance and align with the new identity following its acquisition by Schneider Electric in 2020. The campaign seeks to strengthen the trust and heritage associated with the L&T Electrical & Automation brand under its new name – Lauritz Knudsen.
Directed by renowned filmmaker Ashim Ahluwalia and featuring an inspiring anthem by music maestro Shankar Mahadevan, the magnum opus film opens with a compelling shot of L&T Switchgear’s original signage. It 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.
Rajat Abbi, VP-Global Marketing, 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.”
Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi, said, “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.”
Atin Wahal, Executive Director, L&K Saatchi & Saatchi, said, “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.
Film link – https://www.youtube.com/watch?v=Ey0CzAK0VnU
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
| About L&K Saatchi & Saatchi |
L&K Saatchi & Saatchi, part of the Publicis Groupe India, is a full-service communications agency specializing in traditional and digital advertising, branding, design, UI/UX, content and brand consultancy. LKSS offers its suite of services across clients like Hero MotoCorp, Renault, NIVEA, Standard Chartered Bank, ITC, Dabur, Akasa Air, Jockey, P&G, Zee, Zepto, ITC, Relaxo and many more. Core to the agency’s DNA is a culture of ownership, and the belief that ‘Our Clients Business is Our Business’ which keeps clients’ business goals at the heart of everything. The agency has over 350 employees across its offices in Mumbai, Delhi, Kolkata, and Bengaluru
| About Lauritz Knudsen Electrical & Automation: Lauritz Knudsen Electrical & Automation, formerly known as L&T Switchgear, is a leading player in the electrical industry owing to its 70+ years of strong legacy and commitment to the nation’s growth. The brand is dedicated to providing a wide range of electrical and automation products and solutions to vital sectors of the economy, including industries, utilities, infrastructure, buildings, and agriculture. Our extensive portfolio includes low-voltage and medium-voltage switchgear, automation solutions, tailored software, and services. With manufacturing operations in Ahmednagar, Vadodara, and Coimbatore, we adhere to global standards of excellence. Our operations are supported by well-equipped, in-house design and development centers, as well as tooling facilities, ensuring precision in manufacturing. We proudly operate six Switchgear Training Centers (STCs) across Pune, Lucknow, Coonoor, Vadodara, Delhi, and Kolkata. These centers offer tailor-made classroom courses and lab learning experiences for technicians, customers, engineers, professionals, and students. With a deep national presence and one of the largest electrical distribution networks, comprising over 1500 partners across the country, we are committed to driving excellence and delivering superior products and solutions that power India’s growth journey. |
