Sachin Tendulkar fronts Hafele India’s new digital campaign series

Hafele India, with brand ambassador Sachin Tendulkar, has launched a new digital campaign series focused on the brand’s purpose: “Maximising the Value of Space. Together.” The campaign moves beyond brand awareness to show how Hafele’s solutions add value to daily life.

The campaign uses the theme “Maximising what matters the most” with a new approach that focuses on product functionality. The series, set in Sachin’s kitchen, includes six short films. The first film features Hafele’s MatrixBox Premium+ Drawer Systems.

View this post on Instagram

A post shared by Hafele India Pvt. Ltd (@hafele_india)

This series features a new narrative approach. Along with Sachin, the character Ajay Bhaiya, a trusted home staff member, adds a relatable element. Their interactions show the functionality and ease of use of Hafele products in everyday situations.

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 showcases the benefits of Hafele’s offerings across kitchen solutions, small and built-in appliances, lighting, and surfaces.

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 films will be released in phases on digital platforms, each focusing on a specific Hafele product and its role in improving daily living.