Häfele India has launched a new digital campaign series in collaboration with brand ambassador Sachin Tendulkar. Building on the company’s core message — “Maximising the Value of Space. Together.” — the latest phase shifts focus from brand awareness to demonstrating how Häfele products integrate into everyday life.
Continuing with the theme “Maximising what matters the most,” the series introduces a revised narrative approach aimed at simplifying product functionality and illustrating practical use. Centred around Tendulkar’s kitchen, the campaign comprises six short films, beginning with one featuring Häfele’s MatrixBox Premium+ Drawer Systems.
A new character, Ajay Bhaiya — portrayed as a long-standing member of Tendulkar’s household staff — joins the series. His interaction with Tendulkar is intended to add a relatable dimension to the storytelling, while also highlighting product efficiency and ease of use.
Mr. Frank Schloeder, Managing Director, Häfele South Asia, said, “With the second phase of Häfele’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 highlights a range of Häfele products including kitchen solutions, small and built-in appliances, lighting, and surfaces. Each short film is designed to demonstrate how these offerings support a more organised and efficient kitchen environment.
Ms. Shweta Rangra, Vice President, Marketing, Häfele India, said, "Our approach this year is rooted in simplicity and clarity, showcasing how Häfele’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.”
Mr. Sachin Tendulkar, Brand Ambassador for Häfele, said: “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, Häfele 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.”
The campaign was filmed at Häfele’s Design Centre in Mahalaxmi, Mumbai, which serves as the backdrop for showcasing product use. The films will be released in stages across digital platforms, each focusing on a specific product and its practical application.
