How we made Lauritz Knudsen synonymous with switchgear through Mumbai Indians

For over seven decades, Lauritz Knudsen has been a silent enabler of India’s progress, powering everything from homes and industries to transport systems and emerging energy networks.

But there was one challenge. How do you make a highly technical, industrial brand feel simple, relevant, and memorable to a mass audience?

With Lauritz Knudsen's association with Mumbai Indians and the IPL already in place, Ting was tasked with bringing the partnership to life and building stronger brand recall. Our answer was a campaign thought that was impossible to miss: "Cricket ho toh Mumbai Indians, Switchgear ho toh Lauritz Knudsen."

We transformed a sponsorship into a steady stream of engaging content, handling everything from creative conceptualisation and scripting to end-to-end production across films and digital assets.

By turning complex business offerings into stories people could easily relate to, we helped the brand stay relevant and engaging throughout the tournament.