Häfele India, in collaboration with its brand ambassador Sachin Tendulkar, has launched 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 Häfele’s innovative solutions create meaningful value in everyday life.
At the heart of the campaign is the emotional hook ‘Maximising what matters the most’ — expressed through a narrative style that simplifies functionality and brings product stories to life. Shot at Häfele’s state-of-the-art Design Centre in Mahalaxmi, Mumbai, the films recreate real-life kitchen settings to effectively highlight product benefits.
What sets the series apart is its use of relatable storytelling. Alongside Sachin, a new character — Ajay Bhaiya, portrayed as a trusted member of his home staff — adds warmth and authenticity. Their on-screen camaraderie subtly and effectively demonstrates the efficiency, and user-friendly design of Häfele products in real-life settings.
The first of the six films launched with Häfele’s MatrixBox Premium+ Drawer Systems, showcasing seamless organisation and smooth performance. The subsequent releases spotlight a wide range of Häfele solutions: the U-Kaffee Coffee Machine for effortless brewing, Cronus Digi-Step Hobs for precise cooking, Terra Quartz Surfaces for durability and timeless aesthetics, and intelligent Häfele Lighting solutions that transforms kitchen experiences with ambience and utility. Together, these offerings illustrate Häfele’s comprehensive approach to smart living.
Speaking on the campaign, 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.”
Shweta Rangra, Vice President, Marketing, Häfele India, says, “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 by creating product-led stories that go beyond awareness to drive deeper understanding and consideration. Each film 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 audiences.”
For Sachin Tendulkar, the campaign resonates personally, “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.”
Released across digital platforms, the campaign reinforces Häfele’s commitment to delivering innovation, design, and utility. Each film brings to life how the brand’s solutions empower people to create efficient, and beautiful homes — maximising not just space, but also the moments that matter most.
