Lauritz Knudsen Electrical and Automation, formerly known as L&T Switchgear, has announced partnership with L&K Saatchi & Saatchi, a part of Publicis Groupe India, as its new advertising agency. Reportedly, it has unveiled a powerful campaign to enhance brand resonance and align with the new identity following its acquisition by Schneider Electric in 2020. According to the company, the campaign seeks to strengthen the trust and heritage associated with the L&T Electrical & Automation brand under its new name – Lauritz Knudsen.
“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. Collaborating with L&K Saatchi & Saatchi, we’re happy that the team aligned with our values and helped us bring our vision to life. We eagerly anticipate the creativity that L&K Saatchi & Saatchi will bring to the table next,” Rajat Abbi, VP- global marketing, CMO, Schneider Electric India, said.
From what is understood, the campaign is directed by Ashim Ahluwalia, filmmaker, and music by Shankar Mahadevan. The campaign takes the audience on a journey through houses, hospitals, agricultural lands and various geographies to show how the company has contributed towards the country.
“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,” Atin Wahal, executive director, L&K Saatchi & Saatchi, said.
According to the company, the campaign has been rolled out across TV and digital platforms. The campaign is also being broadcasted in Hindi, Malayalam, Telugu, Tamil, and Kannada.