Brands
Lauritz Knudsen renews Mumbai Indians partnership for second year
Brand builds on strong debut to boost visibility and fan engagement
MUMBAI: Lauritz Knudsen Electrical and Automation has renewed its partnership with Mumbai Indians for a second consecutive year, aiming to build on a strong debut and deepen its connection with Indian consumers through cricket.
The extended association reflects a shared focus on performance and consistency, while giving the brand a high-visibility platform to amplify its ‘Powering a Non-Stop India’ narrative. After gaining traction in its first season, Lauritz Knudsen is now looking to strengthen recall and engagement through a more integrated presence.
As part of the partnership, the brand will continue to feature prominently across the Mumbai Indians ecosystem, including a central spot on the team jersey, digital activations and fan-focused initiatives. The second year will also see expanded on-ground integrations designed to create a more immersive and culturally relevant experience for audiences.
“This second year is critical as it builds on a strong foundation and takes the partnership forward,” said Lauritz Knudsen Electrical and Automation vice president, marketing Rajat Abbi. “Powering a Non-Stop India comes alive authentically through an association like this, both on and off the field.”
A spokesperson for Mumbai Indians added that the collaboration is rooted in shared values of resilience and high performance, with plans to create more engaging fan experiences throughout the season.
For Lauritz Knudsen, the continued tie-up signals a broader push to expand its footprint in a rapidly evolving India, using cricket’s wide reach to connect with millions.
As the partnership enters its second innings, both sides appear set to turn visibility into lasting brand impact.
Brands
Sensodyne launches Know Your Dental Age campaign to boost oral health awareness
Nationwide push blends tech, trains and experts to spark early care habits
NEW DELHI: Sensodyne has rolled out its ‘Know Your Dental Age’ campaign across India, aiming to bring oral health out of the shadows and into everyday wellness conversations.
Backed by Ministry of Health & Family Welfare and the Indian Dental Association, the initiative introduces a quick, QR-based Dental Age Test designed to help people understand whether their teeth are ageing faster than expected and what they can do about it.
The move comes as India faces a stark oral health gap, with a large majority experiencing dental issues but often delaying treatment until problems escalate. By nudging people towards early action, the campaign hopes to shift behaviour from reactive fixes to preventive care.
The initiative was launched in Delhi by Anupriya Patel, alongside Ashok Dhoble and Kedar Lele, highlighting a growing push for public and private sectors to work hand in hand on healthcare awareness.
“Oral health is fundamental to overall well being, yet awareness and timely action remain limited,” said Ministry of Health & Family Welfare minister of state for health & family welfare and chemicals & fertilisers Anupriya Patel. “Initiatives like this bring preventive care closer to people and encourage early intervention, which is key to building a healthier India.”
To take the message beyond clinics and into daily life, the campaign is also travelling on select Vande Bharat Express routes, offering screenings and information to an estimated 10 lakh passengers.
Haleon chief executive officer india and president india subcontinent Kedar Lele said the effort builds on years of work to make oral care more accessible and actionable. “When people have the right information at the right time, they are far more likely to act. That is where meaningful change begins,” he noted.
The campaign is being amplified through a 360-degree outreach spanning digital, print, influencers and on-ground activations, with support from dental experts and consumer platforms to widen its reach.
With a mix of technology, mobility and collaboration, Sensodyne’s latest push makes a simple point clear: knowing your dental age today could help you smile better tomorrow.
