The digital-first series takes viewers inside Sachin’s kitchen to showcase Häfele’s innovative solutions in real-life settings with storytelling that resonates
[Mumbai, July 2025] – Häfele India, in collaboration with its long-standing brand ambassador Sachin Tendulkar, has launched a fresh chapter in its brand journey with a new digital campaign series titled “Maximising What Matters the Most.” This campaign marks a significant evolution in the brand’s messaging — moving from awareness to storytelling that showcases the tangible value Häfele’s solutions bring to everyday life.
Building on last year’s emotional hook, this year’s campaign embraces a warm, relatable narrative featuring Sachin Tendulkar and a new character — Ajay Bhaiya, a trusted member of Sachin’s household staff. The six-film series begins with the first video spotlighting MatrixBox Premium+ Drawer Systems, emphasizing simplicity, functionality, and emotional resonance.
Shot at Häfele’s state-of-the-art Design Centre in Mahalaxmi, Mumbai, the series demonstrates how intelligent design can transform kitchens into more intuitive, engaging spaces. The films seamlessly highlight Häfele’s integrated product range including kitchen solutions, built-in appliances, lighting, and surfaces.
Frank Schloeder, Managing Director, Häfele South Asia, commented:
> “With this second phase, we move from introducing the brand to demonstrating value — showing how our solutions fit naturally into real homes and lifestyles.”
Shweta Rangra, Vice President – Marketing, Häfele India, added:
> “This campaign is focused on mid-funnel engagement. Each story is designed to showcase a core product benefit through warm, meaningful storytelling and smart product integration.”
Sachin Tendulkar, Brand Ambassador for Häfele, shared:
> “The kitchen is a space of memories and connection. Hafele’s thoughtful solutions enhance this space, and I’m proud to be part of a campaign that captures this essence beautifully.”
Each video in the series brings alive Häfele’s core purpose — “Maximising the Value of Space. Together.” — and showcases how the brand supports modern, functional living through design innovation. The campaign will roll out in phases across major digital platforms, with each episode offering viewers practical inspiration for elevating their everyday spaces.
Watch the film here: https://hafele.short.gy/KViyuC