Rebranding with Impact: How Lauritz Knudsen Boosted Visibility Across India
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Introduction India's electrical industry is experiencing rapid growth, with the electrical equipment market expected to expand by USD 76.24 billion, achieving a compound annual growth rate (CAGR) of 14.3%. As demand for electrical equipment rises, Lauritz Knudsen Electrical & Automation (Lauritz Knudsen) continues to lead the way, offering reliable switchgear…
By ARM Administrator
June 26, 2026
Introduction
India's electrical industry is experiencing rapid growth, with the electrical equipment market expected to expand by USD 76.24 billion, achieving a compound annual growth rate (CAGR) of 14.3%. As demand for electrical equipment rises, Lauritz Knudsen Electrical & Automation (Lauritz Knudsen) continues to lead the way, offering reliable switchgear and automation solutions with over 70 years of expertise.However, following its rebranding from L&T Switchgear to Lauritz Knudsen, the company prioritised enhancing visibility and strengthening connections with both existing and potential customers, ensuring a seamless transition while reinforcing its market leadership.
Challenges
Recognising the need for effective engagement after the rebranding, Lauritz Knudsen partnered with ARM Worldwide to address some challenges as:
Transitioning from subpar leads to consistently attracting high-quality prospects
Generating qualified leads to reduce the cost per lead (CPL)
Expanding reach in Southern states, where smaller, less-engaged audiences posed a challenge
Objective
To overcome the challenges, specific objectives were outlined, including:
Generating qualified leads to reduce cost per lead (CPL)
Strengthening Lauritz Knudsen’s presence in the market following the rebrand
Target regional audiences to increase engagement
Strategy & Implementation
We implemented a comprehensive strategy to achieve our campaign goals, ensuring maximum audience reach and high-quality leads. Here’s how we brought it to life:
1. Strategic Campaigns Tailored for B2B and B2C Audiences
We crafted targeted campaigns to address the unique needs of different audience segments, ensuring maximum relevance and impact. For B2B audiences, including builders, electricians, and contractors, we emphasised technical reliability and durability—positioning Lauritz Knudsen products as the go-to choice for professionals seeking high-performance, long-lasting solutions. Meanwhile, for B2C audiences such as homeowners, we highlighted ease of use, safety, and the role of Lauritz Knudsen products in home automation, showcasing how they enhance everyday living. Each campaign was strategically crafted with tailored messaging, ensuring that our communication resonated with the specific needs and priorities of both segments.
2. Leveraging Meta Ads for Precision Targeting and Engagement
We used Meta platforms, Facebook and Instagram, for their broad reach and effective targeting capabilities, which were ideal for maximising engagement and lead quality. By crafting tailored messages that resonated with our target audience, we ensured stronger connections and higher conversions. To optimise performance, we re-engaged users who had previously interacted with Lauritz Knudsen but hadn’t converted, using Meta’s retargeting features to bring them back into the funnel. Additionally, we leveraged Meta’s Lookalike Audience feature to target users similar to Lauritz Knudsen’s existing customer base, expanding our reach with high-intent prospects.
3. Driving Quality Leads with High-Demand Products
In order to generate quality leads, we focused our campaign on high-interest products such as Miniature Circuit Breakers (MCBs), Residual Current Circuit Breakers (RCCBs), and Distribution Boards (DBs). Known for their high demand in both B2B and B2C markets, these products, promoted with clear messaging highlighting their reliability, safety, and practical benefits, helped develop strong engagement with both professionals and homeowners and eventually helped maintain Lauritz Knudsen’s brand recall across all channels.
4. Targeted Regional Approach through Vernacular Campaigns
Recognising India's rich linguistic diversity, we strategically targeted southern states like Kerala, Telangana, and Karnataka with vernacular campaigns on Meta Ads. We used regional languages such as Malayalam, Telugu, and Kannada, in the ad copy to align with local preferences. Meta’s advanced audience segmentation tools enabled us to reach the most relevant users, which helped us establish deeper connections and drive higher engagement. As a result, we saw a significant reduction in Cost Per Lead (CPL) in these regions, demonstrating the effectiveness of hyper-localised ad strategies.
5. Ongoing Performance Monitoring and Campaign Optimisation
To ensure sustained success, we continuously tracked key performance metrics such as Cost Per Lead (CPL), impressions, click-through rates (CTR), and conversion rates across Meta platforms. Leveraging Meta’s analytics tools, we performed real-time adjustments, optimising ad creatives, targeting parameters, and bidding strategies to enhance performance. Further, A/B testing was also conducted to refine messaging and visuals, while audience insights were used to fine-tune our reach and engagement. This approach helped us ensure ongoing improvements in lead quality and overall performance.
Results
The brand experienced remarkable growth, marked by a 20.69% improvement in cost per lead (CPL) and a 13.37% reduction in cost per click (CPC). These enhancements collectively contributed to a 24% surge in overall impressions.
Diwali, the festival of lights, is a time when the whole of India comes alive with joy and excitement. It's a season when families gather, homes are adorned with shimmering lights, and an unmistakable festive cheer fills the air. However, this infectious enthusiasm extends far beyond our homes and streets;…
By Team #ARM Worldwide
November 16, 2023
Diwali, the festival of lights, is a time when the whole of India comes alive with joy and excitement. It's a season when families gather, homes are adorned with shimmering lights, and an unmistakable festive cheer fills the air. However, this infectious enthusiasm extends far beyond our homes and streets; it also finds its place in the world of marketing and advertising. Brands launch exclusive Diwali campaigns that connect with people's emotions and amplify the celebratory spirit.
Some brands infuse their Diwali ads with heartwarming emotions, others with boundless creativity, and some with a dash of humour and wit. Each one strives to get closer to their audience, running captivating campaigns that add an extra sparkle to the already luminous festival of Diwali. For marketers in the industry, these campaigns serve as a wellspring of inspiration, while for consumers, they become a source of joy and smiles.
Let's delve into some of the most cherished Diwali ads that managed to capture the essence of the festival and make our Diwali celebrations a little brighter. These ads touch hearts and kindle the Diwali spirit, reminding us of the magic that advertising can create during important festive times.
Cadbury Celebrations Apni Dukaan Campaign
In 2023, Cadbury continued its tradition of heartwarming Diwali campaigns. This year's "Apni Dukaan" campaign stands out for its unique approach to supporting local businesses. The advertisement features three students surprising a local diya maker by showcasing her business on a Cadbury billboard, emphasising the importance of supporting home-based entrepreneurs.
Under the #ThisAdIsMyStore campaign, Cadbury Celebrations empowers these entrepreneurs by transforming Cadbury ads into promotional platforms for their businesses. Each ad includes a QR code that directs users to a local homepreneur's WhatsApp for Business chat, allowing customers to explore and purchase homemade products. Launched on September 29, 2023, the campaign has garnered positive responses for its empowering message and support for small businesses. Notably, the campaign's YouTube video received a remarkable 21 million views.
Real Greetings by Real Juice
The Real Greetings campaign by Real Juices unfolds a touching story that encourages us to express our gratitude not just to our loved ones but also to those unsung heroes who support us throughout the year. Real Juices seeks to convey a powerful message this Diwali—while we shower gifts and greetings upon our dear ones, we often overlook those closest to us. In the spirit of Diwali, take a moment to thank them by gifting them a package filled with health and nutrition in the form of Real juice gift packs. Dabur Real Greetings is a heartwarming way to extend your best wishes to those who truly care for us.
The ad's profound message resonated with the audience, amassing approximately 2 million views within two days of its release. It not only tugs at the heartstrings but also promotes the Real gift package as a thoughtful and wholesome gifting option for consumers.
Mama Earth’s #GoodnessMakesYouBeautiful
Mamaearth's 2023 Diwali campaign, titled #GoodnessMakesYouBeautiful, delivers a powerful message about the beauty of kindness and compassion. Through a series of ads, the campaign showcases the transformative impact of goodness, both inwardly and outwardly. The tagline, "You're beautiful," reminds us that true beauty goes beyond appearances, emphasising the significance of small acts of kindness. The campaign has resonated positively with the audience, conveying the idea that each of us can make a difference.
Kalyan Jewellers
With a legacy that spans years, Kalyan Jewellers continued to capture the essence of Diwali in their 2023 advertisement. The ad beautifully encapsulates the spirit of various Diwali occasions and celebrations. Kalyan Jewellers subtly conveys the message that jewellery and precious gems are integral to the festivities of India and are passed down through generations. The ad evokes the emotions of pujas, the bonds between siblings, family celebrations, and the sentiment of sharing.
This 50-second ad became an instant hit, amassing an impressive 21 million views on YouTube. Kalyan Jewellers continues to prove that their advertisements are not just visually stunning but also profoundly resonant with the traditions and emotions that define Diwali for many.
Shoppers Stop’s #WeTimeWaliDiwali
In 2023, Shoppers Stop introduced the heartwarming "We Time Wali Diwali" campaign, beautifully capturing the essence of friendship and bonding with loved ones. The campaign revolves around the story of Ritu, reinforcing the idea that Diwali is more about quality time spent with close friends and family than extravagant travel plans or grand parties. Shoppers Stop's message is clear: the true essence of celebration lies in meaningful moments and cherished memories with the people who matter the most.
Released in October, the ad was warmly received by audiences, amassing over 8 million views on YouTube. It's a touching reminder of what truly makes Diwali special.
McDonald's Cousin Wali Diwali
McDonald's heartwarming campaign, "For Your Other Diwalis," offers a unique perspective on the significance of every little celebration and the brand's role in these moments. The ad portrays a group of friends celebrating Diwali in secret, emphasising McDonald's presence during various celebrations, big or small. Diwali has numerous little celebrations, such as preparing the house, office festivities, or reunions with old friends.
Some celebrations, however, are hidden away, shared only with cousins. Under the banner of #ForYourOtherDiwalis, McDonald's ensures that there's a McDonald's order to enhance every type of Diwali celebration, including the cherished "Cousin Wali Diwali." The ad video resonated with viewers, garnering 1.5 million views on YouTube, emphasising McDonald's commitment to making every Diwali celebration special.
Embrace Ads That Light Up Celebrations
In a world where advertising often competes for attention, these Diwali campaigns transcended the realm of commercials to leave a lasting imprint on our hearts. During festive seasons, brands have a unique opportunity to connect with the emotions of their consumers and become an integral part of the celebrations. This not only humanises the brand but also fosters a sense of belonging among consumers.
These festive campaigns play a pivotal role in boosting sales during the festive period, and in a country where Diwali holds immense significance, leveraging such campaigns becomes not just an option but a necessity. These ads contribute an additional layer of radiance to the Diwali celebrations, amplifying the joy and delight that consumers experience during this special time.
