Sachin Tendulkar Leads Hafele India's New Digital Campaign Series

Hafele India has rolled out a powerful six-part digital campaign featuring its brand ambassador, Cricket God Sachin Tendulkar. The series, set in Sachin’s kitchen, includes six short films. The first film features Hafele’s MatrixBox Premium+ Drawer Systems.

Based on the brand's underlying proposition—"Maximising the Value of Space. Together."—The series transcends awareness, demonstrating consumers how Hafele's intelligent home solutions can enhance daily living.

The Campaign Narrative

Shot largely in Sachin's kitchen in Hafele's flagship Design Centre in Mahalaxmi, Mumbai, the campaign features a new delightful character, Ajay Bhaiya, playfully interacting with Sachin, showcasing Hafele's ergonomic kitchen amenities like MatrixBox Premium+ drawer systems in an informal, familiar environment. This emphasis on straightforward, visual narration is aimed at mid-funnel shoppers who look for functionality and quality in the interior of their homes.

Frank Schloehler, Hafele South Asia Managing Director, points to this new chapter as one that will "show what we do and how our solutions enrich lives," taking the brand from introduction to demonstration. Shweta Rangra, VP–Marketing, highlights the clarity and warmth of the campaign with the aim for "deeper understanding and consideration" through interactive digital content.

Sachin himself complemented Hafele's thoughtful solutions that complement daily life. He 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, 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 Marketing Approach

The collection, launching across digital platforms, highlights varied products—from appliances to lighting—cementing Hafele as the go-to for intuitive and style-led living spaces. Every film will be released in phases on digital platforms, each focusing on a specific Hafele product and its role in refining daily living.

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