Mumbai: Hafele India, in collaboration with its brand ambassador Sachin Tendulkar, has launched a new digital campaign series that brings to life the brand’s core purpose — “Maximising the Value of Space. Together.” Evolving from its 2024 campaign, this new phase shifts focus from brand awareness to a deeper demonstration of how Hafele’s intelligent solutions add tangible value to everyday life.
Building on the emotional hook “Maximising what matters the most,” the campaign takes a fresh narrative route by grounding product stories in relatable, real-life moments. Kicking off with a film that highlights Hafele’s MatrixBox Premium+ Drawer Systems, the six-part series is set in Sachin Tendulkar’s kitchen and features a warm new character, Ajay Bhaiya — a trusted member of his home staff. Their natural camaraderie brings charm and relatability, while subtly demonstrating Hafele’s product functionality and ergonomic design.
Frank Schloeder, Managing Director, Hafele South Asia, commented, “With the second phase of Hafele’s campaign featuring Sachin Tendulkar, we are moving forward from brand introduction to value demonstration. We are evolving from telling people who we are to showing them what we do and how our solutions enhance their lives. With relatable, everyday moments and intelligent product integration, we aim at making the brand more accessible and relevant.”
The campaign goes beyond kitchen solutions, covering Hafele’s comprehensive product range — from small and built-in appliances to lighting and surfaces — and highlights how these innovations create better, more intuitive living environments.
Shweta Rangra, Vice President, Marketing, Hafele India, said, “Our approach this year is rooted in simplicity and clarity, showcasing how Hafele’s solutions fit effortlessly into the way people live and interact with their spaces. With this campaign, we are focusing on mid-funnel engagement creating product-led stories that go beyond awareness to drive deeper understanding and consideration. Each film in the series highlights a core product benefit, supported by storytelling that is warm, visual, and meaningful. Digital mediums will be our key focus to drive visibility, engagement, and establish a deeper connection with our audiences across platforms.”
Shot at Hafele’s state-of-the-art Design Centre in Mahalaxmi, Mumbai, the campaign uses a real-life setting to amplify authenticity and bring the brand’s design thinking to the forefront.
Sachin Tendulkar, Brand Ambassador for Hafele, shared his thoughts, “I have always found the kitchen to be one of the most engaging spaces in a home — it is where conversations happen, memories are made, and there is a sense of togetherness. That is what makes it special for me. Through this campaign, Hafele brings to life the idea of thoughtful kitchens with their solutions that truly support everyday living. I am happy to be part of a story that highlights what matters the most in our everyday lives.”
