Hafele and Sachin Tendulkar Return with a New Chapter: A Fresh Take on Maximising what matters the most!

Hafele India, in collaboration with its brand ambassador Sachin Tendulkar, announces the launch of a new digital campaign series that builds on the brand’s core purpose — “Maximising the Value of Space. Together.” This marks a strategic evolution from last year’s campaign, moving beyond brand awareness to showcasing how Hafele’s innovative solutions create meaningful value in everyday life.

The campaign continues with the emotional hook “Maximising what matters the most” — but this time, through a fresh narrative approach that simplifies functionality and brings product stories to life. The series centered around Sachin’s kitchen, comprising six short films, kicks off with the launch of the first film featuring Hafele’s MatrixBox Premium+ Drawer Systems.

What makes this series distinct is its fresh narrative approach. Alongside Sachin, a new character — Ajay Bhaiya, playing the role of a trusted member of his home staff, adds warmth and relatability to the films. Their on-screen camaraderie subtly and effectively demonstrates the functionality, efficiency, and user-friendly design of Hafele products in real-life settings.

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Frank Schloeder, Managing Director, Hafele South Asia, shares, “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 effectively showcases the benefits of Hafele’s comprehensive offerings across kitchen solutions, small and built-in appliances, lighting, and surfaces. Each film highlights how these innovations contribute to a more efficient, intuitive, and well-designed kitchen experience.

Shweta Rangra, Vice President, Marketing, Hafele India, adds, "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.”

Sachin Tendulkar, Brand Ambassador for Hafele, shares: “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.”

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The campaign was shot at Hafele’s state-of-the-art Design Centre in Mahalaxmi, Mumbai, offering a real-life environment to effectively showcase product functionality. The films will be released in phases across digital platforms, each spotlighting a specific Hafele product and how it contributes to more functional, efficient living. With this new series, Hafele demonstrates its continued commitment to delivering innovation, utility and design, empowering people to make the most of their space and maximise what truly matters.