Lauritz Knudsen launches ‘Who Am I’ campaign with Mumbai Indians. Featuring Rohit Sharma, Hardik Pandya, and SKY, the TVC links infrastructure to identity.
As Principal Partner of Mumbai Indians, Lauritz Knudsen launches ‘Who Am I’, a TVC that links India’s booming infrastructure story with the cricketing dominance of its most loved icons. The campaign is shaped around resilience, precision, and national ambition
Lauritz Knudsen Electrical and Automation, formerly known as L and T Switchgear, and now a key part of Schneider Electric India, has launched its most ambitious campaign yet. Titled Who Am I, the campaign stars three of India’s most iconic cricketers — Rohit Sharma, Hardik Pandya, and Suryakumar Yadav.
This is not just a brand activation. It is a cultural moment that unites infrastructure with influence. Lauritz Knudsen is not aiming to be seen. It is aiming to be understood.
A question that powers the story
The film opens with a quiet but compelling visual question. Who am I. It is not posed through dialogue but through presence. Each of the Mumbai Indians cricketers appears inside modern, structured spaces that reflect engineering and order. These spaces are not stadiums. They are systems.
Each scene aligns with how Lauritz Knudsen has built power systems for India’s airports, metros, stadiums, and homes. The message is clear. You may not see Lauritz Knudsen every day, but you experience its reliability constantly.
The cricketers are metaphors, not models
In this campaign, Rohit Sharma represents measured leadership. Hardik Pandya reflects force and adaptability. Suryakumar Yadav brings in flow and creativity.
Each of them expresses a value that aligns with the Lauritz Knudsen story. The brand is not showcasing them. It is mapping them into its identity.
From industrial precision to public trust
Lauritz Knudsen is part of Schneider Electric India and its systems are present across critical sectors. Whether it is smart homes or smart cities, its technology enables safe, efficient power distribution. The campaign does not explain this through facts. It makes you feel it through form and rhythm.
With this campaign, the brand moves from being a B2B giant to a household name. It transitions from engineering floors to family rooms.
Industry voices and cultural connection
Deepak Sharma, Zone President for Greater India and Managing Director and Chief Executive Officer of Schneider Electric India, said, “This campaign is about resonance. It brings together two worlds that are rarely linked. We wanted to show that what Lauritz Knudsen builds is just as powerful and precise as what these athletes bring to the field.”
Naresh Kumar, Chief Operating Officer of Lauritz Knudsen, added, “Sport and engineering share the same expectation. There is no room for error. That is why we believe this film reflects who we are. We do not just deliver systems. We deliver trust.”
Rajat Abbi, Vice President of Marketing for Schneider Electric Greater India, pointed out that this campaign marks a shift in how legacy brands engage. “It is not about visibility. It is about relatability. We are proud to tell this story through a team and a format that India already loves.”
Storytelling as infrastructure
The campaign has been created by Saatchi and Saatchi India, part of Publicis Groupe India. The film is minimal and elegant. There is no hard sell. Only suggestion and structure.
This is the kind of brand storytelling that lets design and detail do the talking. With over forty crore viewers expected during the IPL season, the campaign is set to bring Lauritz Knudsen into everyday conversations.
From behind the panel to front of the mind
By partnering with the Mumbai Indians, Lauritz Knudsen steps into a mainstream spotlight without losing its technical credibility. It shows that infrastructure is not just wires and circuits. It is rhythm, flow, and performance. Just like cricket.
For Prittle Prattle News, this campaign is more than a creative success. It is a case study in how legacy brands can connect emotionally and commercially in the same moment. Lauritz Knudsen has reminded India that when power systems work well, they become invisible. But their story does not have to be.
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