Hafele India has launched a new digital campaign series featuring its long-time brand ambassador Sachin Tendulkar, building on its core proposition: “Maximising the Value of Space. Together.” The campaign marks a strategic shift from brand storytelling to showcasing product functionality in everyday life.
Continuing the emotional theme of “Maximising what matters the most,” the new series adopts a more grounded narrative. Set in Sachin’s kitchen, the six-part film series opens with a feature on Hafele’s MatrixBox Premium+ Drawer Systems. A new character Ajay Bhaiya, portrayed as a trusted home staff member adds warmth and relatability to the narrative, demonstrating Hafele’s product benefits through lived-in, everyday interactions.
The campaign focuses on product-led storytelling across Hafele’s kitchen solutions, small and built-in appliances, lighting, and surfaces aiming to make the brand feel more accessible and tangible. Shot at Hafele’s Design Centre in Mumbai, each film is designed to illustrate how form meets function in a real-world setting.
The films will roll out in phases across digital platforms, with each one spotlighting a specific product reinforcing Hafele’s emphasis on everyday innovation that supports more thoughtful, efficient living.
Frank Schloeder, Managing Director, Hafele South Asia, said, “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.”
“We are focusing on mid-funnel engagement,” added Shweta Rangra, Vice President, Marketing at Hafele India. “This year’s campaign highlights core product benefits with warm, meaningful storytelling. We’re using digital to drive deeper consideration and connection with our audiences.”
Sachin Tendulkar, who continues as the face of the brand, shared, “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.”
