Lauritz Knudsen Electrical and Automation has launched a new marketing campaign called “Partner Hai Na” for Indian homes
CE DESK 
The campaign was unveiled on September 2, 2026. It aims to highlight the important but often unnoticed role of electrical solutions in everyday household life. The brand wants people to see it as a trusted partner that supports families in their daily routines.
The main idea behind “Partner Hai Na” is simple and relatable. Most people only think about electrical wiring, switches, and safety when there is a problem. But in normal life, these systems work quietly in the background. They keep lights on, fans running, and devices charged. Lauritz Knudsen is using this campaign to remind consumers that its products are always there, even when no one notices. The name itself sounds like a friendly question, making the message feel warm and conversational.
The campaign film is set in a typical Indian home. It shows real-life moments that many families experience every day. A child studies late at night under a bright lamp. A mother uses multiple kitchen appliances while cooking. A father works from home on a laptop while the Wi‑Fi router stays on. All these activities depend on safe and stable electrical infrastructure. The ad does not focus on technical details or product specs. Instead, it uses everyday situations that viewers can easily connect with.
Music is a key part of the campaign’s appeal. Playback singer Benny Dayal has created an original soundtrack for “Partner Hai Na”. The hook line is built around the campaign name. It is catchy and easy to remember. This helps the message stay in the minds of viewers even after they finish watching the ad. The use of a popular singer also adds energy and youth appeal to the brand’s image.
Lauritz Knudsen is rolling out this campaign across multiple channels. It will appear on digital platforms, social media, and other integrated media nationwide. The brand is targeting both urban and semi-urban households. The goal is to reach people who are building new homes, renovating old ones, or simply upgrading their electrical systems. By using a mix of online and offline touchpoints, the company hopes to create wider awareness and stronger recall.
This launch follows a period of strong brand building for Lauritz Knudsen in India. The company was earlier known as L&T Switchgear. It rebranded to Lauritz Knudsen Electrical and Automation to align with its global identity. Since then, it has invested heavily in product innovation and marketing. It has also partnered with the Mumbai Indians cricket team to reach a larger audience. Campaigns like “Who Am I?” and “Powering a Non‑Stop India” have already highlighted the brand’s role in infrastructure and daily life. “Partner Hai Na” extends this story into the home space with a warmer and more emotional tone.
Naresh Kumar, chief operating officer, Lauritz Knudsen Electrical and Automation, said, “As homes become more connected and technology becomes increasingly integrated into everyday life, the need for solutions that are safe, reliable and intuitive has never been greater. Through ‘Partner Hai Na’, we want to highlight the important role electrical solutions play in enabling modern living and reaffirm Lauritz Knudsen’s commitment to helping families build homes that are safe, dependable and future-ready.”
Ratnesh Kumar Pandey, vice president, marketing, Lauritz Knudsen Electrical and Automation, said, “Electrical solutions are at the heart of how every home functions, yet their contribution often goes unnoticed because they work seamlessly in the background. ‘Partner Hai Na’ is our way of bringing this everyday partnership to life in a simple and relatable manner.”
For Indian homeowners, the message is clear. A good electrical system is not just about avoiding short circuits or power cuts. It is about enabling comfort, productivity, and peace of mind. Lauritz Knudsen wants to be seen as the silent enabler behind these experiences. With “Partner Hai Na”, the brand is speaking directly to families in their own language. It is turning a technical category into something personal and human.
