Mumbai: Lauritz Knudsen Electrical and Automation (formerly L&T Switchgear), a leader in India’s electrical and automation space, has launched a dynamic new campaign in partnership with Mumbai Indians. Titled ‘Who Am I?’, the campaign spotlights Lauritz Knudsen’s silent yet essential presence in powering India’s infrastructure—from metros and airports to stadiums—while drawing a parallel with the precision and excellence of professional cricket.
The TV commercial features Mumbai Indians stars Rohit Sharma, Hardik Pandya, and Suryakumar Yadav. With a playful narrative built around the question “Who am I?”, the ad subtly reveals Lauritz Knudsen as the invisible force behind modern India’s progress, positioning it as India’s Favourite Switchgear brand.
Deepak Sharma, Zone President, Greater India, MD & CEO of Schneider Electric India, shared, “Our ad film with Mumbai Indians’ star players brings to life the parallel between cricket excellence and technological innovation. Sport unites people through passion and resilience—qualities that define Lauritz Knudsen’s legacy.”
Naresh Kumar, COO of Lauritz Knudsen, added, “Just as athletes rely on precision and reliability, our solutions empower homes and businesses with safety and efficiency. This campaign reflects our commitment to innovation and partnership.”
Rajat Abbi, Vice President, Marketing, Greater India, Schneider Electric, remarked, “Our partnership with Mumbai Indians is a narrative that connects sports and technology. The campaign highlights Lauritz Knudsen’s role in India’s growth, brought to life by the players in a light, relatable way.”
Developed by Saatchi & Saatchi India, the campaign effectively blends legacy with contemporary storytelling. By leveraging cricket’s mass appeal and Lauritz Knudsen’s trusted name, ‘Who Am I?’ positions the brand as a quiet powerhouse in India’s modern journey—reliable, essential, and everywhere.
