Mumbai Indians Stars Front Lauritz Knudsen’s ‘Who Am I?’ Campaign on India’s Infrastructure Legacy
Lauritz Knudsen Electrical and Automation (formerly L&T Switchgear) has launched a new integrated campaign titled ‘Who Am I?’, featuring leading players from the Mumbai Indians. The campaign brings attention to the brand’s pivotal role in India’s evolving infrastructure—spanning airports, metros, and stadiums.
Blending Cricket and Engineering Through Storytelling
Conceptualised by Saatchi & Saatchi India, the campaign taps into the emotional reach of cricket to raise awareness about Lauritz Knudsen’s legacy in the switchgear and automation sector.
At the heart of the campaign is a light-hearted film starring Rohit Sharma, Hardik Pandya, and Suryakumar Yadav. Through a clever narrative twist, the players give voice to the brand’s silent contribution to daily life—by asking the viewer: “Who am I?” The answer reveals Lauritz Knudsen as the invisible force powering India’s progress.
Building a Bridge Between Technology and Culture
Lauritz Knudsen is known for powering vital systems across the country. From transportation networks to sports arenas, its solutions ensure reliability and safety. As the Principal Partner of Mumbai Indians, the brand is using its platform to connect with audiences beyond the industrial sector.
Rajat Abbi, Vice President – Marketing, Greater India at Schneider Electric, said,
“This partnership isn’t just about visibility. It’s a storytelling moment that connects sports, technology, and national progress. The campaign shows how Lauritz Knudsen plays a crucial role in building a stronger India.”
Saatchi & Saatchi Leads with Simplicity and Impact
With a creative idea that feels both fresh and relatable, the agency combines brand heritage with everyday relevance. The messaging is direct, yet memorable—transforming technical contributions into emotional storytelling. The ad delivers its message with clarity, making complex infrastructure meaningful for all.
A New Communication Chapter for a Legacy Brand
Lauritz Knudsen is moving beyond being a technical solutions provider. This campaign positions it as a contributor to India's cultural and economic journey. By teaming up with cricket icons, the brand humanizes its role in progress—making it more visible, relatable, and future-ready.