Hafele India has unveiled the latest phase of its ongoing campaign with brand ambassador Sachin Tendulkar, taking forward the brand platform, “Maximising what matters the most.” The new films build on the campaign’s slice-of-life approach while putting the spotlight on Hafele’s kitchen solutions and their role in everyday routines.
The campaign is rooted in Hafele’s brand purpose, ‘Maximising the Value of Space. Together.’ It focuses on how individual lifestyles and preferences shape the way people use their homes, particularly their kitchens, and how product solutions can add convenience while allowing for greater personalisation.
Continuing the campaign’s established storytelling format, Tendulkar appears alongside Ajay Bhaiya, who plays a trusted member of his home staff. Their on-screen camaraderie forms the backdrop for everyday kitchen situations, with product features integrated into the narratives.
The first film in this phase features Hafele Dishwashers, highlighting their ability to clean up to 100 utensils in a single cycle. The product benefit also forms the basis of the creative idea, drawing on Tendulkar’s association with scoring a century. A second film is set to follow as the campaign progresses.
Sachin Tendulkar, Brand Ambassador for Hafele, shares, “Over time, I have come to appreciate how much of a difference the little details can make to the way we experience our homes. In a space like the kitchen, it is not only about convenience and functionality, but also about creating an environment that reflects your individual style and preferences. I like that Hafele’s campaign captures these thoughts through simple stories that people can connect with.”
The campaign also reflects Hafele’s broader focus on designing solutions around changing consumer needs, rather than treating functionality as a standalone proposition.
Frank Schloeder, Managing Director, Hafele South Asia, shares, “At Hafele, our approach has always been to create solutions that respond to how people experience their spaces. As lifestyles evolve, so do the needs and expectations people have from their homes. Today, value goes beyond functionality to include how a space reflects individual preferences and ways of living. Through this next phase of our campaign with Sachin Tendulkar, we are bringing this philosophy to life by demonstrating how thoughtful solutions can combine everyday convenience with greater choice and personalisation.”
According to Hafele, the creative approach for the latest phase is aimed at translating product propositions into simple, relatable stories. The dishwasher film, in particular, uses the 100-utensil capacity as a distinctive product hook.
Shweta Rangra, Vice President, Marketing, Hafele India, adds, “Our approach with this phase of the campaign is to turn strong product propositions into simple, memorable stories that audiences can immediately connect with. For the film featuring Hafele Dishwashers, the capacity to clean up to 100 utensils in a single cycle gave us an interesting creative opportunity to draw on Sachin’s iconic association with a century, turning a functional product benefit into a distinctive communication idea. Across the two films, we are bringing different aspects of the Hafele experience to life, spanning functionality and the freedom to personalise spaces, while remaining connected by our central thought of ‘Maximising what matters the most.’”
The campaign was shot at Hafele’s Design Centre in Mahalaxmi, Mumbai, using the space to showcase the products in a real-life kitchen environment.
With the latest films, Hafele continues to build on its existing campaign platform while expanding its focus from product functionality to the wider role its solutions play in shaping everyday experiences at home.
