L&T Switchgear, a company with 70+ years legacy in powering the electrical industry, has embarked on its next chapter with a new name ‘Schneider Electric’.
Rajat Abbi, VP-Global Marketing and CMO of 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.”
L&T Switchgear’s rebranding campaign, which features a soul-stirring anthem by Shankar Mahadevan, was spearheaded by L&K Saatchi & Saatchi India, a leading creative agency under Publicis Groupe India. Abbi believes effective storytelling is pivotal to any campaign. “Our new brand film weaves together our entire journey and our key offering beautifully,” he said. “We eagerly anticipate the creativity that L&K Saatchi & Saatchi will bring to the table next.”
Atin Wahal, Executive Director at L&K Saatchi & Saatchi, said it is their privilege to partner with Lauritz Knudsen Electrical & Automation at this pivotal stage of their rebranding journey.”
Rohit Malkani, Chief Creative Officier at L&K Saatchi & Saatchi India, expressed excitement. “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!” he said. “That’s precisely what Lauritz Knudsen offered us in terms of an opportunity. 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 ad film, directed by Ashim Ahluwalia, is a visual journey. It highlights the iconic L&T Switchgear signage, various settings, and fields, symbolizing Lauritz Knudsen’s contribution to India’s progress – connecting the organization’s rich history with its rebranded future.
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