Sachin Tendulkar and Hafele launch second film in ‘Maximising What Matters’ series

Hafele India, with brand ambassador Sachin Tendulkar, has launched a new digital campaign series focused on its core purpose, “Maximising the Value of Space. Together.” This builds on last year’s campaign and shifts focus from brand awareness to highlighting how Hafele’s solutions add value in daily life.

The campaign carries forward the theme “Maximising what matters the most” with a new narrative that focuses on functionality and product stories. Set in Sachin Tendulkar’s kitchen, the series includes six short films, starting with the first film on Hafele’s MatrixBox Premium+ Drawer Systems.

Alongside Sachin, a new character, Ajay Bhaiya, plays a member of his home staff. Their interactions show the functionality, efficiency, and user-friendly design of Hafele products in real-life settings.

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.”

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.”

The campaign was shot at Hafele’s Design Centre in Mahalaxmi, Mumbai, to showcase product functionality in a real-life setting. The films will roll out in phases on digital platforms, each highlighting a specific Hafele product and its role in improving daily living. This series reflects Hafele’s focus on innovation, utility, and design to help people use their space effectively.