~ Lauritz Knudsen’s “Partner Hai Na,” with Saatchi & Saatchi and a Benny Dayal track, puts electrical infrastructure centre stage in everyday Indian family moments ~
Mumbai, September 2026: Lauritz Knudsen Electrical and Automation has rolled out an integrated campaign titled “Partner Hai Na”, arguing that the wiring behind modern homes — switches, protection devices, smart systems and infrastructure — is the quiet partner that keeps family life running.
Set inside an Indian household, the brand film stitches together everyday family scenes to show how electrical solutions power and protect the moments people notice least: comfort, safety and the connected routines that now define home. The creative work lands with Saatchi & Saatchi, with rollout across digital, social and other integrated platforms.
An original soundtrack by playback singer Benny Dayal, built around the refrain “Partner Hai Na,” carries the idea that a dependable electrical partner should feel as familiar as the home itself.
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, added: “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 a category that usually sells specs and SKUs, the film’s bet is cultural: make the invisible infrastructure feel like a household character — and then keep saying the line until “Partner Hai Na” sticks.
