Hafele India, in collaboration with its brand ambassador Sachin Tendulkar, has unveiled a new digital campaign series that reimagines its core purpose—“Maximising the Value of Space. Together.” This fresh phase marks a significant step forward from last year’s campaign by moving from brand awareness to value demonstration, telling stories that show how Hafele’s innovations elevate real-life moments, especially in the heart of every home—the kitchen.
Building on the emotional theme of “Maximising what matters the most,” the campaign adopts a warmer and more narrative-driven approach, placing functionality at the forefront in a setting that resonates deeply with Indian households. The six-part video series is set in Sachin’s own kitchen, offering a window into how thoughtful design plays a key role in making everyday life smoother, more connected, and more enjoyable.
The first film in the series highlights Hafele’s MatrixBox Premium+ Drawer Systems, demonstrating how these sleek, intelligent storage solutions improve organization and movement within the kitchen. What adds authenticity and charm to the narrative is the presence of a new character — Ajay Bhaiya, portrayed as a long-trusted member of Sachin’s household. The duo’s natural camaraderie enhances the relatability of the series, with Ajay Bhaiya offering practical insights and showcasing product functionality in a way that’s both friendly and informative.
Mr. Frank Schloeder, Managing Director, Hafele South Asia, explains the campaign’s shift:
“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 series aims to humanize product communication through compelling storytelling, simple messaging, and real-life context, aligning perfectly with how modern consumers engage with content online. Each short film focuses on one key Hafele innovation across kitchen fittings, built-in appliances, lighting, and surfaces—highlighting their utility, efficiency, and design integration.
Ms. Shweta Rangra, Vice President – Marketing, Hafele India, elaborates:
“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.”
For Sachin Tendulkar, the kitchen is more than just a space—it’s a hub of emotion, connection, and shared moments.
“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,” says Sachin.
Shot at Hafele’s state-of-the-art Design Centre in Mahalaxmi, Mumbai, the films not only highlight product features but do so in a living, breathing environment that consumers can relate to. The decision to anchor the campaign in a real-life setting reinforces Hafele’s brand promise—to empower people to make the most of their space through design that is both aesthetically refined and functionally smart.
As the films roll out across digital platforms, Hafele continues to build a deeper connection with its audience by showing—not just telling—how it maximises what truly matters in daily life.
